Athlete endorsement, attitudes, and purchase intention : the interaction effect between athlete endorser-product congruence and endorser credibility
Younghan Lee; Jakeun Koo
| Year of publication: |
2015
|
|---|---|
| Authors: | Lee, Younghan ; Koo, Jakeun |
| Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 29.2015, 5, p. 523-538
|
| Subject: | athlete endorsement | endorser credibility | the match-up hypothesis | endorser-product fit | Sportler | Athletes | Glaubwürdigkeit | Credibility | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Sportmarketing | Sports marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011384446