Buksa, Ivan; Mitsis, Ann - In: Young Consumers 12 (2011) 4, pp. 337-347
Purpose – The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as … the influence of gender and English language enculturation on PWOM recommendation behaviours of Generation Y. Design …/methodology/approach – Interviewer administered questionnaires were conducted on members of Generation Y in Melbourne, Australia. A series of correlation …