Article2004

Sports Celebrity Influence On The Behavioral Intentions Of Generation Y

453 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

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 teens9 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 teenagers9 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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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1978Social Learning Theory.1979A Paradigm for Developing Better Measures of Marketing Constructs 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1978Consumer Socialization: A Theoretical and Empirical Analysis 1994Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics

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