Dikčius, Vytautas; Ilciukiene, Svetlana - In: Organizations and markets in emerging economies 12 (2021) 1, pp. 160-177
mediated impact of the perceived product quality on the relationship between a sports celebrity's credibility and consumers … sports celebrity credibility had both direct and indirect effects on respondents' intention to buy, but product involvement … moderated the direct impact of sports celebrity credibility on the consumer's intention to buy a product. The direct impact was …