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Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

Author

Listed:
  • Abdullah Malik

    (Pondicherry University, Kalapet, 605014, Puducherry, India)

  • Bushan D. Sudhakar

    (Pondicherry University, Kalapet, 605014, Puducherry, India)

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.

Suggested Citation

  • Abdullah Malik & Bushan D. Sudhakar, 2014. "Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 259-275.
    • Handle: RePEc:eco:journ3:2014-04-02
    as

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    References listed on IDEAS

    as
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    Cited by:

    1. Istrefi-Jahja, Arta & Zeqiri, Jusuf, 2021. "The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo's Enterprises," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 244-255, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Thubelihle Ndlela & Tinashe Chuchu, 2016. "Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour," Journal of Economics and Behavioral Studies, AMH International, vol. 8(2), pages 79-90.
    3. Muhammad Ibrahim Ansari & Mansoor Mumtaz & Niaz Hussain Buriro, 2017. "Determinants of Consumer Attitude for Nutritional Drinks: Evidences from Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(2), pages 1-16, February.

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    More about this item

    Keywords

    Brand Positioning; Celebrity Endorsement; Purchase Intention.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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