Work

Entrepreneurial Athlete Branding: How Signal Costliness and Consumer Skepticism Shape Trust

Year: 2026

Type: article

Source: Psychology and Marketing

DOI: 10.1002/mar.70119

Authors: Qingru Xu, Weilu Zhang, Nicky Lewis

Institutions: University of Kentucky, Indiana University Bloomington

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: W7129068334

FWCI: 9.75

Cites: 40

Cited by: 1

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