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Brand positioning through celebrity endorsement in an Indian perspective

Author Affiliations

  • 1Department of Commerce, Periyar University, Salem, Tamil Nadu, India
  • 2Department of Commerce, Periyar University, Salem, Tamil Nadu, India

Res. J. Recent Sci., Volume 7, Issue (6), Pages 16-20, June,2 (2018)


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.


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