Work

From signals to cost inference: The role of perceived signal cost in entrepreneurial athlete branding

Year: 2026

Type: article

Source: Journal of Marketing Communications

DOI: 10.1080/13527266.2026.2721587

Authors: Qingru Xu, Weilu Zhang, Yang Zhang

Institution: University of Kentucky

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: W7204279819

FWCI:

Cites: 43

Cited by:

Related to: