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The Moderating Effect Of Country Of Origin On Athlete Brand Equity, Bo Yu
The Moderating Effect Of Country Of Origin On Athlete Brand Equity, Bo Yu
Health, Exercise, and Sports Sciences ETDs
Athlete endorsement industry continues to expand fast. Reports argued country of origin could be a cue to explain the endorsement gap among athletes from different nations. With the growing marketing potential in athlete brand, it is imperative to take country of origin as a cue to predict endorsement value. The conceptual model from Arai et al (2013; 2014) on athlete brand equity is adopted in this study.
This study adopts GDP per capita as the instrument to measure the market size of country of origin, and relies on data from Openhorse and Forbes on the Top 100 Highest paid athletes …