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Keywords: Endorser expertise
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (5): 887–907.
Published: 13 August 2025
... group and perceive other groups as homogenous, which facilitates the development and persistence of stereotypes. Racial stereotype Athlete endorsement International marketing Explicit information Endorser expertise Fit Athletes are commonly used as product and service endorsers...
