Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China

Journal of Consumer Marketing

Volumn 24, Issue 6, 2007, Pages 358-365

  Liu, Matthew Tingchi ^a   Huang, Yu Ying ^b   Minghua, Jiang ^c  

^a UNIVERSITY OF MACAU   (Macao)

^b MACAU UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Macao)

^c Peking University   (China)

Author keywords

Advertising; Athletics; China; Purchasing; Sponsorship

Indexed keywords

EID: 34748880625     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760710822945     Document Type: Article

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