sports star endorsers would be at its peak amongst the youth market. This paper extends previous studies by focusing on one …Purpose – The purpose of this paper is to investigate how sports celebrities can be perceived as role models and … word‐of‐mouth behaviour and brand loyalty. This confirms the assumption that sports celebrities are important socialisation …

Purpose – Sport celebrities often endorse their team, their sport, and non‐sports‐related products. Increased idolizing … of sport celebrities by adolescents is one artifact of this promotional practice. Although seemingly innocuous …, adolescents who idolize sport celebrities may, as adults, come to worship such celebrities; this unhealthy obsession may afflict …

values which introduce children to the universe of sport's consumption. Design/methodology/approach – The research is … mediatization of sports, the research shows that objects for children's physical activities are inscribed in a double transformation …: sportification of children's games and childification of sports. Research limitations/implications – The research focuses on material …

levels of commitment to the brands endorsed by role models (high, moderate, low) by exposing young athletes emulating sport … exposure to CeNM. When further examined, it appeared that the message about sport stars’ bad health did not affect the highly … is strong among the youth, findings also indicate that young people, unlike adults, react naively to CeNM.  …

their views on the consumer environment; the article is based on RDSi’s Youth2 research. Acknowledges that many marketers …

various Latin American countries. Discusses the influences on youth attitudes, beliefs and behaviour: identity and groups, the …

Compares the findings from the Youth Target Group Index (TGI) Survey of British children with those from the Simmonds … Kids and Teens survey in the USA, with implications for marketers. Concludes that the two countries’ youth undeniably share … considerable scope for marketers of goods such as sportswear and web‐based activities; differences between the youth in the two …

Examines the relationships between popular music and youth in contemporary Britain. Argues that in the last decade the …

Explains the findings of Snapshots of Youth, a study by Mindshare into the behaviour and attitudes of young people …