Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

Abdullah Malik and Bushan D. Sudhakar
Additional contact information
Abdullah Malik: Pondicherry University, Kalapet, 605014, Puducherry, India
Bushan D. Sudhakar: Pondicherry University, Kalapet, 605014, Puducherry, India

International Review of Management and Marketing, 2014, vol. 4, issue 4, 259-275

Abstract: The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through merging the sport celebrity endorsement constructs with brand positioning constructs by drawing together and to develop the scale for measuring brand positioning through celebrity endorsement based on existing literature.

Keywords: Brand Positioning; Celebrity Endorsement; Purchase Intention. (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.econjournals.com/index.php/irmm/article/download/946/pdf (application/pdf)
http://www.econjournals.com/index.php/irmm/article/view/946/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2014-04-02

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().