Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image

Abdullah Malik, Bushan D. Sudhakar and Dhruv Shankar Dutta

IIM Kozhikode Society & Management Review, 2018, vol. 7, issue 1, 75-87

Abstract: Celebrity credibility for brand endorsement has been investigated in several studies since 1990. Many researches in celebrity endorsement focus on the source-based model. The model states the effectiveness of endorsers by measuring the perceived attractiveness, trustworthiness, and expertise of the celebrities in the eyes of the customers. This study attempts to understand the conceptual classification of management-based factors of celebrity endorsement through measuring the brand image. An empirical study of the top three performers from the Indian Premier League of 2016 has been carried out to understand the potential of an effective endorsement. The findings suggest that there is a positive and significant relationship between ‘management-based factors’ and ‘brand image’. Hence, the marketers should tap attributes like celebrity multiplicity, celebrity–brand congruency and celebrity activation from sports to create an impressive brand image.

Keywords: Brand image; management-based factors; sports celebrity endorsement; Indian Premier League (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:sae:iimkoz:v:7:y:2018:i:1:p:75-87

DOI: 10.1177/2277975217733882

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