Effects of sports personalities in marketing communication on the purchasing preferences of Generation Y
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Karolinum Press
2019-11-01
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| Series: | Acta Universitatis Carolinae: Kinanthropologica |
| Subjects: | |
| Online Access: | http://www.karolinum.cz/doi/10.14712/23366052.2019.10 |