This research was conducted to investigate to what extent the fan-based economy is effective in China. Basketball … spending amount indeed have impacts on the tendency of buying celebrity endorsed sneakers …

Based on a statistical analysis of 91 celebrity-endorsed charities in the People’s Republic of China, this paper …. Although China is the largest media market in the world, previous studies of celebrity philanthropy have been conducted almost … challenges the popular assumption that celebrity involvement with not-for-profit organizations attracts extensive media coverage …

This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship …. While practically, this present study provides suggestions for marketers to involve the celebrity’s perceived religiosity …