International Science Community Association Research Journal of Recent Sciences 2277-2502 7 6 2018 06 2 Brand positioning through celebrity endorsement in an Indian perspective 16 20 EN Khandu Pema 1 Civil Engineering and Architecture Department, College of Science and Technology, Rinchending, Phuentsholing, Bhutan Sharma Deepti 2 Civil Engineering and Architecture Department, College of Science and Technology, Rinchending, Phuentsholing, Bhutan Wangmo Chimi 3 Civil Engineering and Architecture Department, College of Science and Technology, Rinchending, Phuentsholing, Bhutan Sharma Benoy 4 Civil Engineering and Architecture Department, College of Science and Technology, Rinchending, Phuentsholing, Bhutan Puri Debu 5 Civil Engineering and Architecture Department, College of Science and Technology, Rinchending, Phuentsholing, Bhutan Thakuriah G. 1 Geography Department, Cotton University, Guwahati, India Ghalley Maita Raj 1 Department of Electronics and Communication Engineering, College of Science and Technology, Rinchending, Phuntsholing, Bhutan Singye Pema 2 Department of Electronics and Communication Engineering, College of Science and Technology, Rinchending, Phuntsholing, Bhutan Zangmo Pema 3 Department of Electronics and Communication Engineering, College of Science and Technology, Rinchending, Phuntsholing, Bhutan Choden Kezang 4 Department of Electronics and Communication Engineering, College of Science and Technology, Rinchending, Phuntsholing, Bhutan Dorji Rinzin 5 Department of Electronics and Communication Engineering, College of Science and Technology, Rinchending, Phuntsholing, Bhutan Abraham Mareena 1 Department of Commerce, Periyar University, Salem, Tamil Nadu, India Rajkumar K. Prabhakar 2 Department of Commerce, Periyar University, Salem, Tamil Nadu, India > Review Paper 2018 1 30 2018 06 2 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. Copyright@ International Science Community Association