EN
Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature
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
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
December 1, 2014
Submission Date
December 1, 2014
Acceptance Date
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Published in Issue
Year 2014 Volume: 4 Number: 4
APA
Malik, A., & Sudhakar, B. D. (2014). Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. International Review of Management and Marketing, 4(4), 259-275. https://izlik.org/JA92JB69ZG
AMA
1.Malik A, Sudhakar BD. Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. IRMM. 2014;4(4):259-275. https://izlik.org/JA92JB69ZG
Chicago
Malik, Abdullah, and Bushan D. Sudhakar. 2014. “Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature”. International Review of Management and Marketing 4 (4): 259-75. https://izlik.org/JA92JB69ZG.
EndNote
Malik A, Sudhakar BD (December 1, 2014) Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. International Review of Management and Marketing 4 4 259–275.
IEEE
[1]A. Malik and B. D. Sudhakar, “Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature”, IRMM, vol. 4, no. 4, pp. 259–275, Dec. 2014, [Online]. Available: https://izlik.org/JA92JB69ZG
ISNAD
Malik, Abdullah - Sudhakar, Bushan D. “Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature”. International Review of Management and Marketing 4/4 (December 1, 2014): 259-275. https://izlik.org/JA92JB69ZG.
JAMA
1.Malik A, Sudhakar BD. Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. IRMM. 2014;4:259–275.
MLA
Malik, Abdullah, and Bushan D. Sudhakar. “Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature”. International Review of Management and Marketing, vol. 4, no. 4, Dec. 2014, pp. 259-75, https://izlik.org/JA92JB69ZG.
Vancouver
1.Abdullah Malik, Bushan D. Sudhakar. Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. IRMM [Internet]. 2014 Dec. 1;4(4):259-75. Available from: https://izlik.org/JA92JB69ZG