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- Title
Effects of sports personalities in marketing communication on the purchasing preferences of Generation Y.
- Authors
Voráček, Josef; Čáslavová, Eva
- Abstract
This research determines what effect if any the use of sports celebrities in companies' marketing communications has on the purchasing preferences of Generation Y. The survey is based on the original American version from authors Bush, Martin, Bush (2004). The questionnaire-based survey involves 416 respondents who study at Prague secondary schools and universities. Group discussions with four groups comprising a total of 41 respondents are also used. The results of the research show that the use of sports celebrities in marketing communication for generation Y does not have a proven effect on positive word of mouth or on switching and complaint behavior. This communication tool may have an indirect positive effect in the form of an increase in the brand/product awareness, attractiveness of a communication message and thereby increased options and tendency to try a product and a first purchase, even despite higher prices than the competition.
- Subjects
CELEBRITY athletes; MILLENNIALS; MARKETING; SURVEYS; SPORTS competitions
- Publication
Acta Universitatis Carolinae: Kinanthropologica, 2019, Vol 55, Issue 2, p107
- ISSN
1212-1428
- Publication type
Article
- DOI
10.14712/23366052.2019.10