Sports celebrity influence on the behavioral intentions of generation Y

Teenagers currently spend an estimated $153 billion a year on everything from computers to cars to clothes (Brand, 2000).

Sports Celebrity Influence On The Behavioral Intentions Of Generation Y

Alan J. Bush University of MemphisCraig A. Martin University of Western KentuckyVictoria D. Bush University of Mississippi

'When I take my kid out and hit him ground balls at shortstop,...

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