Introduction
Brand managers often attempt to strengthen and enrich their brands by different marketing communication strategies such as linking the brands to entities with strong and favourable knowledge structures in consumers' minds, including sponsors and celebrities (Keller, 2003; Kumar & Gupta, 2016). Previous studies demonstrate positive effects of sponsorships (e.g., Clark et al., 2009; Pope et al., 2009; Jensen, 2017; Tsordia et al., 2018) and celebrity endorsements (e.g., Till & Busler, 2000; Ding et al., 2011; Nicolau & Santa-Maria, 2013; Attia & Attia, 2017) on outcomes such as brand awareness, brand attitude, purchase intention, and brand loyalty. Recent reports reveal...