Country-of-origin Effects in Celebrity Endorsements in the China's Sportswear Market
Abstract
This study aims to investigate the impact of brand's COO and spokesperson's nationality on consumers' attitudes and purchase intention in the Chinese sportswear market.
How to Cite:
Tong, X., Su, J. & Hu, Z., (2017) “Country-of-origin Effects in Celebrity Endorsements in the China's Sportswear Market”, International Textile and Apparel Association Annual Conference Proceedings 74(1).
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