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This study aims to investigate the impact of brand's COO and spokesperson's nationality on consumers' attitudes and purchase intention in the Chinese sportswear market.

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Jan 1st, 12:00 AM

Country-of-origin Effects in Celebrity Endorsements in the China's Sportswear Market

This study aims to investigate the impact of brand's COO and spokesperson's nationality on consumers' attitudes and purchase intention in the Chinese sportswear market.

 

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