RT Journal Article SR Electronic T1 Sports Celebrity Influence On The Behavioral Intentions Of Generation Y JF Journal of Advertising Research JO J Advert Res FD WARC SP 108 OP 118 DO 10.1017/S0021849904040206 VO 44 IS 1 A1 Alan J. Bush A1 Craig A. Martin A1 Victoria D. Bush YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/1/108.abstract 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.