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The relevance of role models to older aged generation Y consumers

Minkiewicz, Joanna and Bridson, Kerrie 2007, The relevance of role models to older aged generation Y consumers, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 476-482.

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Title The relevance of role models to older aged generation Y consumers
Author(s) Minkiewicz, Joanna
Bridson, Kerrie
Conference name Australian and New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 December 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 476
End page 482
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008121

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.