Impact of Athlete Role Model on the Behavioural Intentions of the Youth in Egypt
This study aims at examining the effect of athlete role models on the young generation including both students at school age and others at the university age purchase intentions and behaviours. Teenagers are currently considered a part of young generation (Generation Y); they have been identified as individuals born between 1977 and 1994. Young adults are major sport consumers; therefore, sport marketers target them. The reasons for this targeting are: (1) their spending power, (2) their ability to be trendsetters, (3) their receptivity to new products, and (4) their tremendous potential for becoming lifetime customers. This research has reached the conclusion that athlete role models have great impact upon teens; which helps to spread positive word of- mouth about the product or the brand and enhances brand loyalty.
Year of publication: |
2016
|
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Authors: | Mohamed, Alaaeldin Hamdy Ahmed ; Mahmoud, Dina Kamal ; Elmogy, Kawther Al Said |
Published in: |
International Journal of Customer Relationship Marketing and Management (IJCRMM). - IGI Global, ISSN 1947-9255, ZDB-ID 2586883-4. - Vol. 7.2016, 4 (01.10.), p. 27-39
|
Publisher: |
IGI Global |
Subject: | Brand Loyalty | Celebrity Athletes | Generation Y | Positive Word-of-Mouth | Product Switching | Sport Consumers |
Saved in:
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