Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team
Abstract
• 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...
Paper Details
Title
Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team
Published Date
Jul 1, 2020
Journal
Volume
23
Issue
3
Pages
428 - 442
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Notes
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