2011
DOI: 10.1108/03090561111137688 View full text |Buy / Rent full text
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Abstract: PurposeThis study seeks to investigate the relationship among attractiveness of female athlete endorsers, product/service match‐up, and consumers' purchase intention within the context of China.Design/methodology/approachA 3×2×2 between‐subject experimental design enabled a 12‐scenario study depicting a purchase experience manipulated by endorser attractiveness levels (high/middle/low), endorser‐product match‐up (high/low), and two different product types (to prevent single‐product bias). Differences between f… Show more

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