Athlete endorsement, attitudes, and purchase intention: the interaction effect between athlete endorser-product congruence and endorser credibility.

By Young Han Lee, Jakeun Koo. 2015

142 citations recorded by the source corpus.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/aaee784b4c14ac23795d375e0dfc1d2635b913e8

How researchers see this paper

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In Marketing

1. Maegan Verspaget
2. Alexander P. Schouten
3. Loes Janssen

Citations in the corpus

• Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019, background): “Moreover, endorsers that advertise products that do not fit their expertise are deemed less credible (Dwivedi and Johnson 2013; Lee and Koo 2015).”