The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region

Summers, Jane and Johnson Morgan, Melissa (2006) The impact of parental style on sports consumption preferences of teenagers: an exploratory investigation in the Asia Pacific region. Asian Journal of Marketing, 12 (1). pp. 23-34. ISSN 0218-6101

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Abstract

This paper examines the impact of parental style on the sport consumption preferences of teenagers. Marketers are increasingly interested in the impact that parents have on their children’s purchase preferences and behaviours and past research suggests that the degree and nature of such influence varies with different parental styles and with different cultures. In spite of this earlier work, there is little research which looks specifically at the impact of parental style and sport consumption preferences and behaviours of teenagers. This exploratory study develops a profile of the sport consumption attitudes and behaviours of teens according to the parental style practiced by their parents. It is hoped that the paper will open an academic discourse on the subject by providing an exploratory investigation of Australian teenagers and parents, and by highlighting likely problems for sports marketers who rely on research and marketing theories that have only been tested in one cultural context, when entering new and lucrative global markets.

Statistics for this ePrint Item

Item Type:	Article (Commonwealth Reporting Category C)
Refereed:	Yes
Item Status:	Live Archive
Additional Information:	Authors retain copyright.
Depositing User:	Dr Jane Summers
Faculty / Department / School:	Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited:	11 Oct 2007 00:55
Last Modified:	02 Jul 2013 22:41
Uncontrolled Keywords:	teenagers; sport consumption; parental style
Fields of Research :	15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement 15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management 16 Studies in Human Society > 1608 Sociology > 160801 Applied Sociology, Program Evaluation and Social Impact Assessment
Socio-Economic Objective:	E Expanding Knowledge > 97 Expanding Knowledge > 970117 Expanding Knowledge in Psychology and Cognitive Sciences
URI:	http://eprints.usq.edu.au/id/eprint/2011

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