Instrument for Brand Positioning and Sports Celebrity Endorsement in Measuring Purchase Intention of Consumers

The engagement of sports celebrities as the expression of marketing communications strategy has now become the practice of the companies in positioning of the brand in the consumers' mental space. Firms are making huge investments in hiring sports celebrities for juxtaposing brands and building organizations with endorser's source based qualities such as source trustworthiness, source attractiveness and source expertise in order to retain memory space of consumers, which is bombarded by thousands of adverts at a time. These qualities may operate in a transferable way and make optimistic effects. But the qualities of the celebrities at times may be inappropriate, irrelevant, and unwanted, which may make a hue and cry to the stigma and the firm in the positioning of the brand. In the current study, the factors of sports celebrity endorsement were employed as the stimuli to affect the brand positioning in order to measure customer purchase behavioural intention as the outcome.