Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature
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 trust...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2014-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/946 |
| _version_ | 1797918093131907072 |
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| author | Abdullah Malik Bushan D. Sudhakar |
| author_facet | Abdullah Malik Bushan D. Sudhakar |
| author_sort | Abdullah Malik |
| collection | DOAJ |
| description |
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.
JEL Classifications: M31; M37; M39
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| first_indexed | 2024-04-10T13:23:44Z |
| format | Article |
| id | doaj.art-a10d42590f394967b7cf23cb446d5f6e |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T13:23:44Z |
| publishDate | 2014-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-a10d42590f394967b7cf23cb446d5f6e2023-02-15T16:11:55ZengEconJournalsInternational Review of Management and Marketing2146-44052014-10-0144Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand LiteratureAbdullah MalikBushan D. Sudhakar 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. JEL Classifications: M31; M37; M39 http://mail.econjournals.com/index.php/irmm/article/view/946 |
| spellingShingle | Abdullah Malik Bushan D. Sudhakar Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature International Review of Management and Marketing |
| title | Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature |
| title_full | Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature |
| title_fullStr | Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature |
| title_full_unstemmed | Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature |
| title_short | Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature |
| title_sort | brand positioning through celebrity endorsement a review contribution to brand literature |
| url | http://mail.econjournals.com/index.php/irmm/article/view/946 |
| work_keys_str_mv | AT abdullahmalik brandpositioningthroughcelebrityendorsementareviewcontributiontobrandliterature AT bushandsudhakar brandpositioningthroughcelebrityendorsementareviewcontributiontobrandliterature |