文章基本信息

标题：Brand positioning through celebrity endorsement in an Indian perspective
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作者：Mareena Abraham ; K. Prabhakar Rajkumar
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2018
卷号：7
期号：6
页码：16-20
语种：English
出版社：International Science Community Association
摘要：The Celebrity endorsement is considered as an effective brand positioning strategy between the marketers and consumers. Marketers are spending huge sum of money in hiring celebrities for positioning their brand, so that their sale could increase and the consumer can become more familiar with the brand. The paper deals with the impact of celebrity endorsement is affected by the number of factors or endorser qualities such as Exposure, Fame, Popularity, Credibility, Expertise, trustworthiness, Attractiveness, Similarity of celebrity with consumers, Liking and Physical attractiveness of celebrity, Familiarity of celebrity, the association between brand image and celebrity image and various positive and negative impacts of celebrity endorsement are discussed in this paper.
关键词：Celebrity endorsement;positioning;choice of celebrities;positive and negative impact;brands