Consuming celebrated athletes: A content analysis of the perceived desirable and undesirable characteristics

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 gain insights into relationships between characteristics of CAs and consumption. A convenience sample of 272 undergraduate students (155 male, 117 Females) completed a survey questionnaire. Free-response questions were used to elicit their most and least favourite CA and to justify their choices. Through Conceptual Content Analysis six 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 marketing and management of CAs.