Journal of Advertising Research



Sports Celebrity Influence on the Behavioral Intentions of Generation Y


ALAN J.  BUSH  a1 , CRAIG A.  MARTIN  a2 and VICTORIA D.  BUSH  a3
a1 University of Memphis alanbush@memphis.edu
a2 University of Western Kentucky craig.martin@wku.edu
a3 University of Mississippi vbush@bus.olemiss.edu

Article author query
bush aj   [Google Scholar] 
martin ca   [Google Scholar] 
bush vd   [Google Scholar] 
 

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 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.