Article2019

Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team

Katherine R. N. Reifurth · Henry T. Wear · Bob Heere

9 citations0/0 files storedSport Management Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

Highlights• No branded imagery utilized by children younger than age 7.• Adult brand associations such as success and logo found in child drawings.• Adult brand associations like acceptance and community pride not found in child drawings.• Differences in branded imagery used based on awareness and past attendance.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2006Qualitative research: Methods in the social sciences 1997Photovoice: Concept, Methodology, and Use for Participatory Needs Assessment 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1996Measuring Brand Equity Across Products and Markets 1976Basking in reflected glory: Three (football) field studies.1976Piaget’s Theory

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