A study of celebrity endorser effectiveness in sport marketing among young Malaysian consumers / Nadia Yamina Rosli

• Main Author: Rosli, Nadia Yamina
• Format: Student Project
• Language: English
• Published: 2012
• Subjects: Sports; Consumption. Demand (Economic theory); Marketing research. Marketing research companies. Sales forecasting; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/37916/1/37916.pdf; http://ir.uitm.edu.my/id/eprint/37916/

The practice of using athletes to endorse sport and non-sport product has become a famous marketing strategy today. As a result of media coverage and increased vision, star athletes have put their celebrity status and benefited financially from endorsing products. Number of studies has found that a...