Consumer Socialization and Intergenerational Brand Loyalty in the Context of Soccer

Getúlio Reale, Universidade Federal do Rio Grande do Sul (UFRGS), Brazil
Rodrigo Castilhos, Unisinos Business School, Brazil
This paper analyzes the intergenerational evangelization of new supporters. Through the ethnography of two rival football clubs in Brazil, we show how engaged supporters transmit the club mythology through ordinary and extraordinary rituals. We discuss the implications of this process for studies on intergenerational influences, brand loyalty, and family identity.
[ to cite ]:
Getúlio Reale and Rodrigo Castilhos (2015) ,"Consumer Socialization and Intergenerational Brand Loyalty in the Context of Soccer", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 399-403.