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Sports Marketing Summary

In: Business and Management

Submitted By ballballboom
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Presently, sports celebrities play more important role in advertising and marketing. For Bush, Martin and Bush’s article, based on customer socialization and previous findings, they make four hypotheses: 1) Teenagers' athlete role model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand loyalty and 4) Female teenagers' athlete role model influence is more positively related to (a) product switching and complaint behavior, (b) favorable word-of-mouth behavior, and (c) brand loyalty than male teenagers. After test the hypotheses, they found that 1) teens' athlete role model influence is not significantly related to product switching or complaining behavior; 2) athlete role model influence is positively related to teenagers' favorable word-of-mouth communications; 3) the results show that athlete role model is positively related to teenagers' brand loyalty; and 4) there are no significant differences between male and female members of Generation Y when it comes to athlete role model influence on product switching and complaint behavior. For marketers, they should realize that celebrity sports athletes are important to adolescents when they make brand choices and talk about these brands positively. Moreover, regardless of their public behavior, teenagers do consider athletes as important role models. In addition, females in our sample may spread more positive word-of-mouth about a product or brand that is endorsed by their favorite celebrity athlete than males. Furthermore, females agreed more than males that athlete role models influence them to buy certain brands—this is a key insight for marketers seeking to develop brand loyalty among women at an early age....

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