“Who is Your Hero?” Implications for Athlete Endorsement Strategies
By Julie Stevens, A. Lathrop, C. Bradish. Sport Marketing Quarterly, 2003
98 citations recorded by the source corpus.
Over the past decade, the use of athlete endorsement has emerged as a significant marketing strategy within the sport marketplace. Essential to the success of this strategy is the on-going examination of the sport hero figure and what this image represents to a constantly changing consumer demographic. The purpose of this research was to examine one important segment of the sport market: Generation Y, generally defined as today's pre-teens and teens (born after 1978). The goal was to investigate who this segment identifies as its sport heroes, and why. Questionnaires were distributed to 888 Generation Y youth across Canada. Qualitative analysis yielded results that indicated Canadian Generation Y identified youth sport heroism with attributes of athletic skill, pro-social behavior and personal trait characteristics, rather than characteristics of celebrity status. The implications of these results for athlete endorsement strategies are discussed.
Subfields: Developmental and Educational Psychology, Gender Studies, Social Psychology
View Paper: https://www.semanticscholar.org/paper/5af0a822cbc48e8abacb2c3a1c710c04c2bf0a46
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Citations in the corpus
- ‘‘Bend it like Beckham’’: the influence of sports celebrities on young adult consumers (2010, background): “Sports celebrities and sport figures who display extraordinary personal characteristics were found to be a popular hero choice among young adults (Stevens et al., 2003; Chan and Zhang, 2007; Tingchi Liu et al., 2007).”