Purpose –The paper proposes and tests a conceptual framework to establish the link between celebrity endorsement and brand and team related intentions.Design/methodology/approach – The methodology used for the paper is Structural Equation Modeling.Findings – Celebrity's credibility impacts...

The role of women has been changing over the years in various fields around the world like advertising, academics, politics, etc. Today 30% of employees in the software industry are women. They are also distinguishing themselves as professionals in different walks of life. But has the...