Honors Theses and Capstones

Date of Award

Spring 2018

Project Type

Senior Honors Thesis

College or School

PAUL

Department

Marketing

Program or Major

Business Administration: Finance and Marketing

Degree Name

Bachelor of Science

First Advisor

Nelson Barber

Abstract

The research is to determine what the effects, if any, professional athlete endorsers or spokespersons have on the generation Z cohort. There is a relative lack of published research that investigated the influence sport celebrity endorsers had on generation Z. This study primarily focused on the exploration of the role sports celebrities play as vicarious role models for members of generation, as well as touched upon whether sports celebrity endorsers affected generation Z’s behavioral intentions. In addition, the influence sports celebrity endorsers had on females in comparison to males was also studied. It was found that sports celebrity spokespersons or endorsers act as vicarious role models for specifically generation Z. It was also concluded that sports celebrity spokesperson or endorsers influence Generation Z’s behavioral intentions.

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