Moore has scored twice in 18 appearances for Villa this season
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West Brom have signed Aston Villa striker Luke Moore on loan until the end of the season with a view to a permanent switch in the summer.
The 22-year-old will cost the Baggies an initial £3m, a fee that could eventually rise to £3.5m.
"Luke brings quality and hunger," said Baggies boss Tony Mowbray. "He'll bring more balance to the striking options."
His loan period covers the Championship play-offs, though Villa have a 24-hour recall after the first 28 days.
Moore, who had previously been linked with Rangers after the Glasgow club enquired about his availability in January, signed after passing a medical and could make his debut against Hull on Saturday.
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Moore is product of the Villa Academy and made his first-team debut against Middlesbrough in 2005.
He scored twice in the first eight games of last season before being struck down by a shoulder injury which required surgery in America and ruled him out of action until the last half-dozen games of the season.
He scores goals and his scoring record is good in the Premier League.
"As a young player, hopefully he's one for the future as well as one for today," added Mowbray.
"I just want to put him in an environment where he can flourish. He understands where we are and the quality of footballers we've got in the position he plays.
"He's happy enough to come on board and compete for a place in the team."
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