Malik, Abdullah; Sudhakar, Bushan D. - In: International Review of Management and Marketing 4 (2014) 4, pp. 259-275
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. …