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dc.contributor.advisorHo, Han-Chiangen_US
dc.contributor.authorChen, Zhuoen_US
dc.identifier.citationChen, Z. (2020). Impact of celebrity endorsement on customer’s brand perception in the Chinese sports apparel industry [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.description.abstractThis study aims to identify and explain the impact of celebrity endorsement on consumer’s perceptions of brands in the China sports apparel industry. Also, this paper compares the celebrity endorsement brand with the non-endorsement brand; it examines endorsement according to various theoretical models describing the contribution variables of celebrity endorsement effectiveness. Through the secondary resources, including the source credibility model, and the source attractiveness model, the empirical research on the expansibility is carried out. The main data collected by the structured questionnaire were tested by the Pearson correlation coefficient and further analyzed by linear regression. The results show that all variables are in the same direction and positively correlated.en_US
dc.format.extent23 pagesen_US
dc.titleImpact of celebrity endorsement on customer’s brand perception in the Chinese sports apparel industryen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
dc.subject.keywordsCelebrity Endorsementen_US
dc.subject.keywordsSports Apparelen_US
dc.subject.keywordsBrand Perceptionen_US
wku.thesis.degreeBachelor of Scienceen_US Universityen_US
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