Dimensions of athletic star power associated with Generation Y sports consumption-Reference-Cited by-同舟云学术

Dimensions of athletic star power associated with Generation Y sports consumption

Published:2005-07-01 Issue:4 Volume:6 Page:37-62
ISSN:1464-6668
Container-title:International Journal of Sports Marketing and Sponsorship
language:en
Short-container-title:

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).

Publisher

Emerald

Subject

Marketing,Finance,Business and International Management

Reference88 articles.

1. The Economic Worth of Celebrity Endorsers: An Event Study Analysis

2. An Analysis of Major League Baseball Attendance, 1969 - 1987

3. Generation Y’s Perceptions of the Action Sports Industry Segment

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