Purpose – The purpose of this paper is to investigate the relationships between attractiveness of athlete endorsers, match‐up, and consumers' purchase intention embedded in the China context. Design/methodology/approach – The authors used a 3×2×2 between‐subject experimental design....

Purpose The purpose of this paper is to investigate the effects of pre-existing mood valence, mood arousal and ad-evoked arousal on response to television and print advertising. It combined the arousal-as-information and arousal regulation approaches into a single arousal congruence theory. It...