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Sports Celebrity Influence on the Behavioral Intentions of Generation Y

Published online by Cambridge University Press:  12 May 2004

University of Memphis
University of Western Kentucky
University of Mississippi
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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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