Does sports celebrity endorsement have an effect on brand positioning? A case of international sports celebrity in a fictitious advertisement

This study aims to examine brand positioning through international sports celebrity endorsement. A well-developed survey questionnaire has been distributed among young consumers studying at an Indian university. The questionnaire comprises South African cricket celebrity AB Devilliars playing for Indian Premier League. It has been observed that all the variables were positively related. International sports celebrity endorsement has a positive and significant impact on brand positioning. The attribute of ‘expertise’ shown by international sports celebrities significantly impacts brand positioning. The research emphasizes the importance and needs for international sports celebrities’ manifestation for brand positioning during events like IPL. The research is distinctive regarding testing and establishing the relationship that has been confirmed.