Enhanced market value of American athletes with international teammates

Athlete migration;human brand;endorsement value

Zhou, Yilun ; Tainsky ; Scott

关键词: Athlete migration;    human brand;    endorsement value;   

Others  :  https://www.ideals.illinois.edu/bitstream/handle/2142/46922/Yilun_Zhou.pdf?sequence=1&isAllowed=y

美国|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

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.