Abstract
ABSTRACT This study examines the impacts of country of origin (COO) of the celebrity and the endorsed brand on consumers’ quality perception and attitudes in the Chinese sportswear market based on data collected from 249 young Chinese consumers. It is the first empirical effort to investigate the effectiveness of a new hybrid type of celebrity endorsement ‘international sports star of China’. The results reveal that celebrity COO has a significant impact on Chinese consumers’ brand attitudes, and the congruence between celebrity COO and brand COO is required for international sportswear brands to create a high level of perceived quality in China.
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