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Year 2014, Volume: 4 Issue: 4, 259 - 275, 01.12.2014

Abdullah Malik Bushan D. Sudhakar

Abstract

Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

Year 2014, Volume: 4 Issue: 4, 259 - 275, 01.12.2014

Abdullah Malik Bushan D. Sudhakar

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.

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Details

Other ID JA38HZ38NV
Journal Section Collection
Authors

Abdullah Malik This is me

Bushan D. Sudhakar This is me

Publication Date December 1, 2014
Published in Issue Year 2014 Volume: 4 Issue: 4

Cite

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.
AMA Malik A, Sudhakar BD. Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. IRMM. December 2014;4(4):259-275.
Chicago Malik, Abdullah, and Bushan D. Sudhakar. “Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature”. International Review of Management and Marketing 4, no. 4 (December 2014): 259-75.
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 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, 2014.
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 2014), 259-275.
JAMA 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, 2014, pp. 259-75.
Vancouver Malik A, Sudhakar BD. Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. IRMM. 2014;4(4):259-75.