As today's consumers encounter different types of media, communication channel has become omnipresent. The vast array of marketing tools available to advertisers have lessened the use of traditional media advertising and seen the rapid rise of Integrated Marketing Communications (IMC) in...

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity...