Sports Celebrity Influence on the Behavioral Intentions of Generation Y

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...

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Bibliographic Details
Published in:Journal of advertising research 2004-03, Vol.44 (1), p.108-118
Main Authors: BUSH, ALAN J., MARTIN, CRAIG A., BUSH, VICTORIA D.
Format: Article
Language:English
Subjects:
Advertising
Athletes
Celebrities
Influence
Millennials
Role models
Sports marketing
Studies
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Summary: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.
ISSN:0021-8499
1740-1909
DOI:10.1017/S0021849904040206