Enhanced market value of American athletes with international teammates
Zhou, Yilun
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https://hdl.handle.net/2142/46922
Description
Title
Enhanced market value of American athletes with international teammates
Author(s)
Zhou, Yilun
Issue Date
2014-01-16T18:26:25Z
Director of Research (if dissertation) or Advisor (if thesis)
Tainsky, Scott
Department of Study
Recreation, Sport and Tourism
Discipline
Recreation, Sport, and Tourism
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Athlete migration
human brand
endorsement value
Abstract
The purpose of this research is three-fold. First, to identify Chinese consumers’ feelings of attachment to American NBA players who have a distinguished Chinese teammate; second, to examine the relationship between Chinese consumers’ attachment level to the American NBA players and the players’ credibility as product endorsers; third, to examine whether Chinese consumers’ evaluation of athlete endorsement would differ for sports products and non-sports products. By using scenario design, the author found that Chinese international students felt more attached to the American NBA player with a distinguished Chinese teammate compared to the one with a distinguished American teammate. Moreover, the results of canonical analysis revealed that there was correlation between the attachment level and the credibility level. Furthermore, when the American NBA player endorsed a sports product, Chinese international students showed a higher purchase intention to the product.
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