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Title:Enhanced market value of American athletes with international teammates
Author(s):Zhou, Yilun
Advisor(s):Tainsky, Scott
Department / Program:Recreation, Sport and Tourism
Discipline:Recreation, Sport, and Tourism
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(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.
Issue Date:2014-01-16
Rights Information:Copyright 2013 Yilun Zhou
Date Available in IDEALS:2014-01-16
Date Deposited:2013-12

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