2.1d Using Hierarchy of Effects and LC4MP to Investigate the Effects of Publicity on Ads Featuring Athlete Endorsers

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Annual Conference 2020

2.1d Using Hierarchy of Effects and LC4MP to Investigate the Effects of Publicity on Ads Featuring Athlete Endorsers

Submission Type

Keywords

Lead Author

Glenna L. Read, University of Georgia

Additional Authors

Yen-I Lee, Washington State University

Jihoon Kim, University of Georgia

Youngji Seo, University of Georgia

Shuoya Sun, University of Georgia

Xuerong Lu, University of Georgia

Sierra Brown, University of Georgia

Taeyeon Kim, University of Georgia

Wency Cai, University of Georgia

Kevin Jones, University of Georgia

Hyoyeun Jun, University of Georgia

Jay Lim, University of Georgia