Generation Y's athlete role model perceptions on PWOM behaviour
Year of publication: |
2011
|
---|---|
Authors: | Buksa, Ivan ; Mitsis, Ann |
Published in: |
Young Consumers. - Emerald Group Publishing Limited, ISSN 1758-7212, ZDB-ID 2253957-8. - Vol. 12.2011, 4, p. 337-347
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Australia | Young consumers | Consumer behaviour | Generation Y | Product endorsement | Athlete endorsement strategies | Positive word of mouth | English language enculturation |
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