000			01713nam a2200217 4500
999			_c51068 _d51068
003			OSt
005			20190228163011.0
008			190228b ||||| |||| 00| 0 eng d
100			_aMalik, Abdullah _933317
245			_a Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image
300			_a75 - 84 pp.
520			_aCelebrity credibility for brand endorsement has been investigated in several studies since 1990. Many researches in celebrity endorsement focus on the source-based model. The model states the effectiveness of endorsers by measuring the perceived attractiveness, trustworthiness, and expertise of the celebrities in the eyes of the customers. This study attempts to understand the conceptual classification of management-based factors of celebrity endorsement through measuring the brand image. An empirical study of the top three performers from the Indian Premier League of 2016 has been carried out to understand the potential of an effective endorsement. The findings suggest that there is a positive and significant relationship between ‘management-based factors’ and ‘brand image’. Hence, the marketers should tap attributes like celebrity multiplicity, celebrity–brand congruency and celebrity activation from sports to create an impressive brand image.
653			_aBrand image
653			_amanagement-based factors
653			_asports celebrity endorsement
653			_aIndian Premier League
700			_aSudhakar, Bushan D. _933318
710			_aDutta, Dhruv Shankar _933319
773	0		_050183 _972047 _aSage Publication _dNew Delhi Sage Publication _o5559095 _tIIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW
942			_2ddc _cJA-ARTICLE