Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 1 of 1 for “"endorsement value"”.
-
Enhanced market value of American athletes with international teammates
… whether Chinese consumers’ evaluation of athlete endorsement would differ for sports products and non-sports products. By using scenario design, the author found that Chinese international students felt more attached to the American NBA player with a distinguished Chinese teammate compared to the …