Work

Advertising Effects of Female Athletes in Non-Sport Brand Contexts and the Mediating Effect of Self-Congruity : A Case Study of Tennis Player Zheng Qinwen

Year: 2025

Type: article

Study design: Observational Study

Source: Journal of Sport and Leisure Studies

DOI: 10.51979/kssls.2025.10.102.51

Authors: Yijin Shao, Sung-Bae Roger Park, June Kyu Choi

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4416590893

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