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Keywords: Sport stars
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2015) 16 (3): 332–347.
Published: 17 August 2015
...Yalim Özdinç; Özlem Özdinç Purpose – This study aims to examine changes in the strength of attachment to role models (strong, weak) and in the levels of commitment to the brands endorsed by role models (high, moderate, low) by exposing young athletes emulating sport stars to celebrity-engendered...
