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Implicit and Explicit Affective Evaluations of Athlete Brands: The Associative Evaluation–Emotional Appraisal–Intention Model of Athlete Endorsements
Journal of Sport Management ( IF 3.5 ) Pub Date : 2018-11-01 , DOI: 10.1123/jsm.2017-0271
Yonghwan Chang 1 , Yong Jae Ko 2 , Brad D. Carlson 3
Affiliation  

The researchers explore consumers’ emotional responses toward athlete brands by developing the associative evaluation–emotional appraisal–intention (AEI) model. The AEI postulates that unconscious ...

中文翻译:

运动员品牌的内隐和外显情感评估:运动员代言的关联评估-情感评估-意图模型

研究人员通过建立关联评估-情感评估-意向(AEI)模型,探索了消费者对运动员品牌的情感反应。AEI假设无意识...
更新日期:2018-11-01
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