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Global Sport Business Journal

Global Sport Business Journal

Abstract

Sport marketers are continuously looking for ways to build and leverage brand equity, due to its effects on revenue generation, extension opportunities and consumer loyalty. In particular, athletes and their constituents must have knowledge of the brand associations consumers hold for them in order to build and leverage brand equity. However, limited research exists as to how brand associations may differ for athletes amongst various target segments of sport consumers. Therefore, this study aimed to fill this gap in the body of literature by examining the brand associations children hold for athletes and comparing those findings with those of previous sport brand association models. The results revealed eight brand associations unique to children such as style of play, attitudes, affiliations, success, brand marks, relationships, body fit and rivals.

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