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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 |
URI: | http://bura.brunel.ac.uk/handle/2438/3490 |
Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Surrogate Brands.pdf | 78.1 kB | Adobe PDF | View/Open |
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