NBA stars’ China tours and college students’ sports consumption intention: the mediating role of perceived value
Yunfei Wang, Haojie Zhang, Jiayu Li, Xiaoping Jiang · 2026
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Description
When basketball stars tour China, their glow is expected to sell shoes, but the mechanism runs through what students feel the products are worth. Yunfei Wang and three co-authors survey 1,024 Chongqing students in 2026, rating the tours' information quality, the players' achievements, and their charisma. A mediation model ties the three cues to buying intention through perceived value.
All three cues fed both value and intention directly, and each also worked through value, with charisma's indirect path the strongest. Demographics made no difference to intention. The authors read the tours as value creation events, not mere exposure. Marketers, they suggest, should polish the story as carefully as the star.
Catalog record
| CREATOR | Yunfei Wang, Haojie Zhang, Jiayu Li, Xiaoping Jiang |
|---|---|
| YEAR | 2026 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 65 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |