...Ali Hasaan; Mücahi̇t Fi̇şne; Michael Naylor; Jawaria Khalid Purpose While the benefits of athlete endorsements are widely recognized, there remains a significant gap in understanding the potential downsides of such affiliations with commercial brands. This study aims to explore two key areas: (1...

...Sungho Cho; Minyong Lee; Taewoo Kim Purpose While studies have highlighted the benefits of athlete endorsement as a means of strategic marketing communication and public relations, there are risk factors associated with the practice, especially when a celebrity endorser is involved in immoral...