Enhanced brand credibility of American athletes with international teammates

Yilun Zhou, Scott Tainsky

Research output: Contribution to journalArticlepeer-review


This study explored how the market value of American athletes may be influenced by the presence of international teammates.Specifically, the study examined: (a) Chinese consumers' feelings of attachment to American National Basketball Association (NBA) players who have a distinguished Chinese teammate; (b) the relationship between Chinese consumers' attachment level to the American teammates and their credibility as product endorsers; and (c) whether Chinese consumers' evaluation of athlete endorsement differs for sports products and non-sports products.Respondents felt more attached to an American NBA player with a distinguished Chinese teammate compared to one with a distinguished American teammate.Moreover, canonical analysis revealed that there was a significant relationship between attachment level and credibility level.An American NBA player having a distinguished Chinese teammate was perceived to be more credible as a product endorser than an American NBA player who does not have one.Additionally, when the American NBA player endorsed a sports product, respondents considered the endorsement to be more credible and showed a greater purchase intention.

Original languageEnglish (US)
Pages (from-to)63-74
Number of pages12
JournalSport Marketing Quarterly
Issue number2
StatePublished - Jun 2017


  • Athlete endorsement
  • Attachment
  • Basketball
  • Brand alliance
  • NBA
  • Teammate

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Marketing


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