Mohamed, Alaaeldin Hamdy Ahmed; Mahmoud, Dina Kamal; … - In: International Journal of Customer Relationship … 7 (2016) 4, pp. 27-39
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...