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Keywords: Athlete endorsement
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (5): 887–907.
Published: 13 August 2025
... contributes to international marketing theory by exploring how persistent stereotypes affect perceptions of spokesperson credibility. Design/methodology/approach Across three experiments, participants were exposed to athlete endorsements that varied by race (African American vs Asian American), sport...
