Work

The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement

Year: 2014

Type: article

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-16-01-2014-b005

Authors: Jung-Gyo Lee, Jaejin Park

Institutions: Kyung Hee University, Pusan National University

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: W804914167

FWCI: 4.265

Cites: 60

Cited by: 30

Related to: 10