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Keywords: Racial stereotype
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (5): 887–907.
Published: 13 August 2025
...Youngmin Yoon; Minhong Kim; Shintaro Sato; Semih Sait Yilmaz Purpose This study investigates how racial stereotypes influence consumer judgments of athlete expertise in global endorsement contexts. It further examines how the strength of explicit information moderates these effects. The research...
