The relevance of role models to older aged generation Y consumers
Contribuinte(s) |
Thyne, Maree Deans, Kenneth R. Gnoth, Juergen |
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Data(s) |
01/01/2007
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Resumo |
This study assesses the relevance of role models, specifically sports role models, and the related concepts of anti-heroes and gender to Generation Y consumers in the older age group of 18-29 year olds. A qualitative study, following a post-positivist inquiry paradigm was conducted. The specific research strategy used was grounded theory, utilising deductive thought processes coupled with the process of constant comparison. A series of semi-structured in-depth interviews were carried out. Results suggest that direct relevance to the subject under investigation is a key determinant of role model choice. Gender is also found to have significant effect, as is media, both in the creation of role models and anti-heroes.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
University of Otago, School of Business, Dept. of Marketing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30008121/bridson-relevanceofrole-2007.pdf http://conferences.anzmac.org/ANZMAC2007/papers/Bridson_2.pdf |
Direitos |
2007, ANZMAC |
Tipo |
Conference Paper |