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Volume 6, Issue 4
1 July 2005
International Journal of Sports Marketing and Sponsorship Cover Image for Volume 6, Issue 4
Research Article| July 01 2005

Dimensions of athletic star power associated with Generation Y sports consumption Available to Purchase

Jessica R. Braunstein;
Jessica R. Braunstein
University of Florida
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James J. Zhang
James J. Zhang
University of Florida
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2515-7841
Print ISSN: 1464-6668
© 2005 by Winthrop Publications Limited
2005
licensed reuse rights only
International Journal of Sports Marketing and Sponsorship (2005) 6 (4): 37–62.
https://doi.org/10.1108/IJSMS-06-04-2005-B006

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and Characteristic Style) were positively (p < .05) predictive of the sport consumption factors (Event Consumption and Merchandise Consumption).

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© 2005 by Winthrop Publications Limited
2005
licensed reuse rights only
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