Author:
Braunstein Jessica R.,Zhang James J.
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).
Subject
Marketing,Finance,Business and International Management
Cited by
46 articles.
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