Consuming “celebrated athletes” – an investigation of desirable and undesirable characteristics

Kevin Dixon, Darren Flynn

    Research output: Contribution to journalArticlepeer-review


    The aim of this study was to identify characteristics of celebrated athletes (CAs) that elicited positive or negative responses from “consumers” (students) in order to gaininsights into relationships between characteristics of CAs and consumption.A convenience sample of 272 undergraduate students (155 male, 117 Females) completeda survey questionnaire. Free-response questions were used to elicit their most andleast favourite CA and to justify their choices. Through Conceptual Content Analysissix categories of characteristics of CAs were identified with the following hierarchical structure: perceived value as a role model; competence; interpersonal characteristics; physical and mental strength; personal identification; and effort and dedication.Theoretical explanations and implications of the findings are discussed for marketingmand management of CAs.
    Original languageEnglish
    JournalJournal of Qualitative Research in Sports Studies
    Issue number1
    Publication statusPublished - 2008


    Dive into the research topics of 'Consuming “celebrated athletes” – an investigation of desirable and undesirable characteristics'. Together they form a unique fingerprint.

    Cite this