PT  - JOURNAL ARTICLE
AU  - Alan J. Bush
AU  - Craig A. Martin
AU  - Victoria D. Bush
TI  - Sports Celebrity Influence On The Behavioral Intentions Of Generation Y
AID  - 10.1017/S0021849904040206
DP  - 2004 Mar 01
TA  - Journal of Advertising Research
PG  - 108--118
VI  - 44
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/44/1/108.short
4100  - http://www.journalofadvertisingresearch.com/content/44/1/108.full
SO  - J Advert Res2004 Mar 01; 44
AB  - 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.