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Title: Surrogate Brands - The pull to adopt an ‘Other’ nation; via sports merchandise
Authors: Wilson, J
Liu, J
Fan, Y
Keywords: Sports branding, consumer behaviour, cross-culture, national identity, denationalization
Issue Date: 2009
Publisher: Academy of Marketing
Citation: Academy of Marketing Conference 2009, Leeds, 7-9 July 2009
Abstract: A growing number of consumers are choosing to wear sporting merchandise, from an ‘other’ nation – whom they have no geographic or ethnic affiliation with. In addition, nation sports branding appears to have scaled pandemic heights; by reaching fever pitch, when actively carrying its message across boarders. Consumer preferences are being driven past simple behavioural characteristics; towards more transient psychographic and emotional constructs. In short, nation branded sporting uniform is no longer viewed as demanding restrictive monogamous loyalty. Ownership of a uniform largely suggests exclusivity and encouraged competition. However, manufactures, national teams, athletes and sponsors are entering symbiotic brand relationships - where they are actively seeking publics, open to multiple adopted nationalities. This phenomenon draws consumers towards embracing temporal national identities, which are converted into an over-arching cross-border identity; ultimately gifting sports brands more significance. The following paper explores consumers’ entry into relationships with another nation, in preference to their own - in manner that has been likened to a form of surrogacy; by the authors. The aim is to stimulate further thinking in a field; which transcends national and cultural boundaries - in the interests of developing new insight, and to provide a platform for marketers to develop more effective communications
Appears in Collections:Marketing
Brunel Business School Research Papers

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