...Michael R. Hyman; Jeremy J. Sierra 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...

...Steve Dix; Ian Phau; Sonia Pougnet Purpose The purpose of this paper is to investigate how sports celebrities can be perceived as role models and influence young adult consumers' purchase and behavioural intentions. Further, it also seeks to examine whether this influence differs between males...