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Impact of Athlete Role Model on the Behavioural Intentions of the Youth in Egypt
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Author(s): Alaaeldin Hamdy Ahmed Mohamed (Faculty of Physical Education, Damietta University, Damietta, Egypt), Dina Kamal Mahmoud (Faculty of Physical Education for Girls, Helwan University, Cairo, Egypt)and Kawther Al Said Elmogy (Faculty of Physical Education for Boys, Helwan University, Cairo, Egypt)
Copyright: 2021
Pages: 14
Source title:
Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-7707-3.ch009
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Abstract
This study aims at examining the effect of athlete role models on the young generation including both students at school age and others at the university age purchase intentions and behaviours. Teenagers are currently considered a part of young generation (Generation Y); they have been identified as individuals born between 1977 and 1994. Young adults are major sport consumers; therefore, sport marketers target them. The reasons for this targeting are: (1) their spending power, (2) their ability to be trendsetters, (3) their receptivity to new products, and (4) their tremendous potential for becoming lifetime customers. This research has reached the conclusion that athlete role models have great impact upon teens; which helps to spread positive word of- mouth about the product or the brand and enhances brand loyalty.
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