Endorser-Brand Congruence, Endorser Authenticity, and Self-Brand Connection: Three-Way Interaction Effects of on Brand Attitude in Sport

Lee, Myungwoo; Chansoo, Jeon; Lee, Don

doi:10.23949/ijhms.2019.12.13.3.1

Int. J. Hum. Mov. Sci

2019

DOI: 10.23949/ijhms.2019.12.13.3.1

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Endorser-Brand Congruence, Endorser Authenticity, and Self-Brand Connection: Three-Way Interaction Effects of on Brand Attitude in Sport

Myungwoo Lee¹,

Jeon Chansoo²,

Don Lee³

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Endorser-Brand Congruence, Endorser Authenticity, and Self-Brand Connection: Three-Way Interaction Effects of on Brand Attitude in Sport

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