National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention
The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity’s credibility and consumers’ purchase intention in a developing economy. A total of 253 resp...
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| Pubblicato in: | Organizations and Markets in Emerging Economies |
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| Autori principali: | , |
| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Vilniaus Universitetas
2021
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| Soggetti: | |
| Accesso online: | https://www.redalyc.org/articulo.oa?id=692372861008 https://www.redalyc.org/journal/6923/692372861008/ https://www.redalyc.org/journal/6923/692372861008/html/ https://www.redalyc.org/journal/6923/692372861008/692372861008.epub https://www.redalyc.org/journal/6923/692372861008/movil |
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