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Sports Celebrity Influence on the Behavioral Intentions of Generation Y

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  • BUSH, ALAN J.
  • MARTIN, CRAIG A.
  • BUSH, VICTORIA D.
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    Abstract

    Teenagers currently spend an estimated $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 in seeking out the latest products, services, and fashions (Zollo, 1995). A greater understanding of teens role model influences can help organizations and their advertising agencies more effectively target and communicate to this growing market. In this study, we examine the effect of athlete role models on teenagers purchase intentions and behaviors. Results from a survey of 218 adolescents are discussed with implications and future research directions for advertising and sports marketing researchers.

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    File URL: http://journals.cambridge.org/abstract_S0021849904040206
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 01 (March)
    Pages: 108-118

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:108-118_04

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    Cited by:
    1. Sparvero, Emily & Chalip, Laurence, 2007. "Professional Teams as Leverageable Assets: Strategic Creation of Community Value," Sport Management Review, Elsevier, vol. 10(1), pages 1-30, May.
    2. Daniel Högele & Sascha L. Schmidt & Benno Torgler, 2012. "The Influence of Superstars on Organizational Identification of External Stakeholders: Empirical Findings from Professional Soccer," CREMA Working Paper Series 2012-18, Center for Research in Economics, Management and the Arts (CREMA).
    3. Chloé Guillot-Soulez & Sébastien Soulez, 2013. "Generation Y preferences for employer brand benefits," Post-Print halshs-00863619, HAL.
    4. Florian Jolivet, 2013. "Comment satisfaire la génération Y ? Application à une enseigne de distribution sportive," Post-Print dumas-00933897, HAL.
    5. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.

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