TY  - JOUR
AU  - Lyu, Dongye
AU  - Xu, Ziyuan
AU  - Mañas Viniegra, Luis
PY  - 2025
DO  - 10.1080/17430437.2025.2560176
SN  - 1743-0437
UR  - https://hdl.handle.net/20.500.14352/128226
T2  - Sport in Society
AB  - Celebrity endorsements has long been regarded as an effective marketing tool as well as the most widely used marketing strategy globally. Olympic champions, due to their global appeal through the Olympic Games, are prime targets for brands to promote...
LA  - eng
M2  - 857
PB  - Taylor & Francis
KW  - Athlete endorsement
KW  - Neuromarketing
KW  - Olympic champion
KW  - Eye tracking
KW  - Galvanic skin response
TI  - Leveraging Olympic champion athletes as a communication tool: a neuromarketing study
TY  - journal article
VL  - 28
ER  -