Abstract

The purpose of this paper is to explain how young consumers’ behavior is influenced by sports idols and gender. The sample study consists of 202 graduates (113 women and 89 men). The results show that the relationship between idol and influence on the behavior of consumers towards claims or product change is significant and directly proportional. This confirms the first hypothesis. The second hypothesis was also confirmed by the proof that there is relationship between idol and influence on the behavior of consumers towards positive word of mouth. Finally, the third hypothesis proved the relationship between idol and influence on the behavior of consumers towards brand loyalty. To measure the influence of gender, two structural equations were used, one for each type of sample (men and women). H4a was proven because the relationship between idol and influence on claim or return was more pronounced among women than in the males. The other two hypotheses were not proven. The search proved sports idols have importance in Brazilians buying behavior; however, the importance of gender has not been proven.

Key words: Celebrities, sports, consumers’ behavior, young people.