Dimensions of athletic star power associated with Generation Y sports consumption

Jessica R. Braunstein‐Minkove · James J. Zhang

108 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Sports, Gender, and Society Consumer Behavior in Brand Consumption and Identification Sport and Mega-Event Impacts

Abstract

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and Characteristic Style) were positively (p < .05) predictive of the sport consumption factors (Event Consumption and Merchandise Consumption).

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References

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