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Keywords: Product involvement
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Journal Articles
Asia-Pacific Journal of Business Administration (2024) 16 (3): 589–612.
Published: 15 December 2022
.... This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement. Design/methodology/approach A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine...
