文章基本信息

标题：Sports celebrities influencing the consumption of young people in the Brazilian context
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作者：Marcia Zampieri Grohmann ; Luciana Flores Battistella ; Daiane Lindner Radons 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2013
卷号：7
期号：24
页码：2352-2361
DOI：10.5897/AJBM12.550
语种：English
出版社：Academic Journals
摘要：The purpose of this paper is to explain how young consumers’ behavior is influenced by sports idols and gender. The sample study consists of 202 graduates (113 women and 89 men). The results show that the relationship between idol and influence on the behavior of consumers towards claims or product change is significant and directly proportional. This confirms the first hypothesis. The second hypothesis was also confirmed by the proof that there is relationship between idol and influence on the behavior of consumers towards positive word of mouth. Finally, the third hypothesis proved the relationship between idol and influence on the behavior of consumers towards brand loyalty. To measure the influence of gender, two structural equations were used, one for each type of sample (men and women). H4a was proven because the relationship between idol and influence on claim or return was more pronounced among women than in the males. The other two hypotheses were not proven. The search proved sports idols have importance in Brazilians buying behavior; however, the importance of gender has not been proven.
关键词：Celebrities; sports; consumers’ behavior; young people