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Keywords: Advertising perception
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Journal Articles
The moderating role of consumers' ad perception in athlete endorsement effectiveness
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (5): 535–555.
Published: 09 August 2021
... for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed...
