Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Talib, Batul; Nagariya, Ramji Title A name given to the resource Star power: Analysis of the impact of celebrity endorsements on the purchase intentions of sports consumers Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Brand Creation and Management in the Phygital Era;pp.477-498 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0948-4.ch018" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0948-4.ch018</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105009959042?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105009959042?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Talib B., Christ University, India; Nagariya R., Christ University, India Description An account of the resource The aim of this research is to identify athlete's endorsements in context of social media and its effect on the purchasing behavior of people liking sports and playing some sort of sports and also their liking towards particular sportspersons playing their favorite sports. Further ten dimensions were dug onto: consumer trust, brand social value, brand image, social influence, emotional attachment, credibility, sports celebrity worship, word of mouth, brand engagement and brand recall. The study will also elaborate on sport celebrities' social media following and their images in people's minds. How well celebrities' are able to market their lifestyles also plays a key role in influencing consumer's perception about them and their endorsed branded products. 2025, IGI Global Scientific Publishing. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730950-7; 979-833730948-4; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online