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A Comparison of American and Chinese Consumers’ Attitudes Toward Athlete Celebrity Endorsers
16 references·0 citing·44 second hop
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References

  • 1993Cultures and Organizations: Software of the Mind.17,690 cited
  • 1983Culture's Consequences: International Differences in Work-Related Values.15,062 cited
  • 1988The Confucius connection: From cultural roots to economic growth4,383 cited
  • 1983THE GLOBALIZATION OF MARKETS3,411 cited
  • 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods2,852 cited
  • 1981Designing Research for Application1,805 cited
  • 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs1,322 cited
  • 1979Endorser Effectiveness by Product Type816 cited
  • 1983Effectiveness of Celebrity Endorsers682 cited
  • 2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications620 cited
  • 2001Selecting Celebrity Endorsers: The Practitioner’s Perspective563 cited
  • 2004Sports Celebrity Influence On The Behavioral Intentions Of Generation Y453 cited
  • 2009Measuring customer‐based brand equity: empirical evidence from the sportswear market in China413 cited
  • 1996Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries357 cited
  • 2005

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LESSONS FROM THE RICH AND FAMOUS: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising
327 cited
  • 2000Regional market segments of China: opportunities and barriers in a big emerging market253 cited
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