P. K. SinhaPankaj ChoudhryVikas Mirmira2023-12-152023-12-1520000064800649http://ir.mica.ac.in/handle/123456789/476346p.en-USbrandcelebrity endorsementsimportanceincreasing stakecompetitionmismatcheshow consumer process the informationattaching information to celebrityeffectively match endorsers to productssports celebritiesbrand buildingLeveraging sports celebrity brands use of schemas to analysis sports celebritiesThesis