Date of Publication
Celebrities have been used as endorsements for years and have often been heralded as the best way for a company to sell their product through advertisements. Professional athletes are known around the globe as the most recognizable celebrities. Numerous studies have been completed in order to find the effects that athlete endorsements have on consumer spending. These studies have discovered changes in purchasing behaviors based on youth, gender, race and geographic location. Yet, there are limited sources that explain the effects on college students and their purchasing intentions. A sample of St. John Fisher College students was used to examine the effects that athletes have in endorsing products on college students. The results have shown students in college are less affected by athlete endorsements than other age groups.
McAllister, Cory, "Athlete Endorsements: Effects on College Students" (2012). Sport Management Undergraduate. Paper 33.
Please note that the Recommended Citation provides general citation information and may not be appropriate for your discipline. To receive help in creating a citation based on your discipline, please visit http://libguides.sjfc.edu/citations.