Ali, M., Zahid Majeed and Ghina Saleem (2024) “Celebrity Endorsement and Purchase Intention: A Study of the Role of Attractiveness, Trustworthiness, Expertise and Subjective Norm in Soft Drink Industry in Pakistan”, Journal of Innovative Research in Management Sciences, 5(3), pp. 39–59. doi:10.62270/jirms.v5i3.84.