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Keywords: Athlete celebrity
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 241–258.
Published: 10 November 2021
...Jakeun Koo Purpose The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand...
