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| Author: | Bush, A.J. Martin, C.A. Bush, V.D. |
| Title: | Sports celebrity influence on the behavioral intentions of generation Y |
| Journal: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 108-117 |
| Index terms: | Marketing Advertising Communication Sports industry Consumer behaviour Young people USA |
| Language: | eng |
| Abstract: | Teenagers currently spend an estimated USD 153 billion a year on everything from computers to cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media and advertising (here as: adv.) in seeking out the latest products, services, and fashions (Zollo, 1995). A greater understanding of teens' role model influences can help organizations and their adv. agencies more effectively target and communicate to this growing market. This study examines the effect of athlete role models on teenagers' purchase intentions and behaviours. Results from a survey of 218 adolescents are discussed with implications and future research directions for adv. and sports marketing researchers. |
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