Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

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Veröffentlicht in:International journal of sports marketing & sponsorship 2007-07, Vol.8 (4), p.310
Hauptverfasser: Kim, Yeung-Jo, Na, June-Hee
Format: Artikel
Sprache:eng
Schlagworte:
Education grants
Evaluation
International marketing
Knowledge-based systems
Luxury automobiles
Marketing research
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container_title International journal of sports marketing & sponsorship
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creator Kim, Yeung-Jo
Na, June-Hee
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identifier ISSN: 1464-6668
ispartof International journal of sports marketing & sponsorship, 2007-07, Vol.8 (4), p.310
issn 1464-6668
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source Emerald eJournals; Emerald Insight
subjects Education grants
Evaluation
International marketing
Knowledge-based systems
Luxury automobiles
Marketing research
title Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence
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