Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

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Abdullah Malik; Bushan D. Sudhakar;
(2014)
  • Journal: International Review Of Management and Marketing,volume 4,issue 4,pages259-275
  • Subject: Brand Positioning; Celebrity Endorsement; Purchase Intention.
    • jel: jel:M31 | jel:M37 | jel:M39

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 end... View more
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