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).
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-B006Download as .RIS
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