Dikčius, Vytautas; Ilciukiene, Svetlana - In: Organizations and markets in emerging economies 12 (2021) 1, pp. 160-177
2 sports celebrities (global vs national) and2 product involvement (high vs low) levels. The study determined that … study showed that global sports celebrities enjoyed a higher level of attractiveness, but the trustworthiness was higher for … national celebrities. Finally, moderation analysis showed that the mediation effect of the localness of a sports celebrity on …