{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/46922"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/46922","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Enhanced market value of American athletes with international teammates","abstract":"The purpose of this research is three-fold. First, to identify Chinese consumers’ feelings of attachment to American NBA players who have a distinguished Chinese teammate; second, to examine the relationship between Chinese consumers’ attachment level to the American NBA players and the players’ credibility as product endorsers; third, to examine 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 one with a distinguished American teammate. Moreover, the results of canonical analysis revealed that there was correlation between the attachment level and the credibility level. Furthermore, when the American NBA player endorsed a sports product, Chinese international students showed a higher purchase intention to the product.","abstract_html":"The purpose of this research is three-fold. First, to identify Chinese consumers’ feelings of attachment to American NBA players who have a distinguished Chinese teammate; second, to examine the relationship between Chinese consumers’ attachment level to the American NBA players and the players’ credibility as product endorsers; third, to examine 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 one with a distinguished American teammate. Moreover, the results of canonical analysis revealed that there was correlation between the attachment level and the credibility level. Furthermore, when the American NBA player endorsed a sports product, Chinese international students showed a higher purchase intention to the product.","abstract_has_math":false,"creators":["Zhou, Yilun"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Recreation, Sport, and Tourism","degree_department":null,"school":null,"contributors":["Tainsky, Scott"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2014,"date_issued":"2014-01-16T18:26:25Z","date_published":"2014-01-16T18:26:25Z","updated_at":"2026-07-22T22:25:38Z","subjects":["Athlete migration","human brand","endorsement value"],"languages":["en"],"rights":["Copyright 2013 Yilun Zhou"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/46922","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Tainsky, Scott"]},{"key":"dc:creator","label":"Author","values":["Zhou, Yilun"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2014-01-16T18:26:25Z","2016-01-16T11:01:53Z","2013-12"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Recreation, Sport, and Tourism"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Athlete migration","human brand","endorsement value"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2013 Yilun Zhou"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/46922"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["The purpose of this research is three-fold. 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Furthermore, when the American NBA player endorsed a sports product, Chinese international students showed a higher purchase intention to the product.","Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-08-21T18:11:19Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 Zhou_Yilun.pdf: 796788 bytes, checksum: 58162a39e3e56961992e9467e1159523 (MD5)","Made available in DSpace on 2014-01-16T18:26:25Z (GMT). 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First, to identify Chinese consumers’ feelings of attachment to American NBA players who have a distinguished Chinese teammate; second, to examine the relationship between Chinese consumers’ attachment level to the American NBA players and the players’ credibility as product endorsers; third, to examine 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 one with a distinguished American teammate. Moreover, the results of canonical analysis revealed that there was correlation between the attachment level and the credibility level. 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