Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/211232

Title

Effectiveness of athlete endorsement strategies and Generation Y: an Australian exploration

Author(s)

Buksa, Ivan;  Mitsis, Ann

Abstract

This paper examines in an Australian context whether athlete endorsement communication strategies influence Generation Y's positive word of mouth behaviours. Specifically it explored whether Generation Y saw athletes as role models and whether this translated into positive word of mouth behaviours. External influences including gender, English language enculturation and business acumen were also explored. English language enculturation and business acumen influenced positive word of mouth behaviours. It is recommended that Australian marketing practitioners use athlete endorsement strategies as a strategic marketing communications tool and consider the aforementioned external influences in the design of effective strategic marketing communications.

Publication type

Conference paper

Research centre

Swinburne University of Technology

Research centre

Swinburne University of Technology. Faculty of Business and Enterprise

Source

Proceedings of 'The New Knowledge Globalization Era: Future Trends Changing Corporate and Marketing Communications,' the 16th International Conference on Corporate and Marketing Communications (CMC 2011), Athens, Greece, 27-29 April 2011 / George Panigyrakis, Prokopis Theodoridis and Anastasios Panopoulos (eds.), pp. 450-461

Publication year

2011

Keyword(s)

Athlete endorsement;  Australia;  Generation Y;  Marketing;  Marketing communications;  Positive word of mouth;  Product endorsement;  PWOM

Publisher

Athens University of Economics and Business

ISBN

9789609443074, 9609443079

Publisher URL

http://www.cmc2011.com/

Copyright

Copyright © 2011.

Peer reviewed