Consuming “celebrated athletes” – an investigation of 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 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.