Bend It Like Beckham

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“Blend it like Beckham”: the influence of sports celebrities on young adult consumers (2010)

Lifestyles and New Product Development PhD. Anna Murdoch

Henrique Crespo João Dotti

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Agenda

• • • • • • • • • • • Introduction of the Authors Introduction of the Journal Facts about the impact of celebrities on brands Abstract Keywords Methodology Hypothesis Results and analysis of the case Conclusions about the case study Limitations of the case study Suggestions

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Introduction of the Authors

• PhD. Steve Dix-PhD in Marketing from Curtin University of Techonology, in Peth, Australia. - Awards: ANZAMAC 2006 – Best paper award (Advertising/Marketing Communication Issues) • PhD. Ian Phau- PhD in Business Administration from Curtin University of Techonology, in Peth, Australia - Teaching: Consumer Behavior, Brand Management, Marketing Theory and Buyer Behavior and Analysis • Sonia Pougnet - Based on Curtin University of techonology - Main fields: Business Administration & Economics

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Introduction of the Journal

• Young Consumers (YC) , Emerald Publisher - This journal offers ideas, insights and information on key issues across the whole youth market, from the initial stages of preparing for parenthood to kids, teenagers and young people up to the age of 24. It offers a depth and breadth of knowledge and valuable data that is unobtainable elsewhere. It is the only publication embracing research by practitioners and academics that covers social issues involving children as young consumers. - This journal is ranked by: Australian Business Deans Council (ABDC) Journal Quality List - B ranking - See more at:

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Facts about the impact of celebrities on brands

• Products and brands endorsed by English soccer star David Beckham are all consumed because of his success and his desirable lifestyle (Cashmore 2002). • 53% british children voted David Beckham as their role model (founded by Association of Teachers and Lecturers) • The impact of...