2026-09-24T01:35:57Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/46922 2023-07-11 col_2142_5131 col_2142_14846 com_2142_5130 com_2142_14845 com_2142_9614

Zhou, Yilun Tainsky, Scott 2014-01-16T18:26:25Z 2014-01-16T18:26:25Z 2016-01-16T11:01:53Z 2013-12 2014-01-16T18:26:25Z 2013-12 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. Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-08-21T18:11:19Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 Zhou_Yilun.pdf: 796788 bytes, checksum: 58162a39e3e56961992e9467e1159523 (MD5) Made available in DSpace on 2014-01-16T18:26:25Z (GMT). No. of bitstreams: 2 Yilun_Zhou.pdf: 862487 bytes, checksum: e0660dc90f487ea55ecc8e959ac98a2d (MD5) license.txt: 4059 bytes, checksum: 508fbb212f829713cac304ea3e7d381b (MD5) Item marked as restricted to the 'Administrator' Group (id=1) by Seth Robbins (robbins.sd@gmail.com) on 2014-01-16T18:27:38Z Item is restricted until 2016-01-16T18:27:27Z Restriction data tranferred 2014-07-01T11:36:50-05:00 Original Data Group with Access Administrator Release Date: 2016-01-16 12:27:27 UTC Reason: Author requested closed access (OA after 2yrs) in Vireo ETD system Limited Restriction Lifted for Item 46941 on 2016-01-16T11:01:53Z. http://hdl.handle.net/2142/46922 en Copyright 2013 Yilun Zhou Athlete migration human brand endorsement value Enhanced market value of American athletes with international teammates text Recreation, Sport and Tourism 1714 Recreation, Sport, and Tourism 4043 University of Illinois at Urbana-Champaign Thesis M.S. MS: Rec, Sport,Tourism -UIUC 10KS4043MS