In the beginning of the 21st century celebrity endorsement phenomenon is assuming a very significant role across the world. Leading companies are prepared to go the extra yard to sign celebrities for endorsing their brand. Sports celebrities are occupying huge amount of advertising space and...

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...