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Dimensions of athletic star power associated with Generation Y sports consumption

Jessica R. Braunstein (University of Florida)
James J. Zhang (University of Florida)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2005

1156

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).

Citation

Braunstein, J.R. and Zhang, J.J. (2005), "Dimensions of athletic star power associated with Generation Y sports consumption", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 4, pp. 37-62. https://doi.org/10.1108/IJSMS-06-04-2005-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

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