Chang, Yonghwan; Jae Ko, Yong; Tasci, Asli; Arai, Akiko; … - In: International Journal of Sports Marketing and Sponsorship 15 (2014) 4, pp. 40-58
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete...