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Surrogate brands - the pull to adopt an 'other' nation; via sports merchandise

Surrogate brands - the pull to adopt an 'other' nation; via sports merchandise

Wilson, Jonathan A.J., Liu, Jonathan and Fan, Ying (2009) Surrogate brands - the pull to adopt an 'other' nation; via sports merchandise. In: Academy of Marketing Annual Conference 2009, 7-9 Jul 2009, Leeds Metropolitan University, Leeds, UK. (Unpublished)

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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 restrictivemonogamous 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.

Item Type: Conference or Conference Paper (Paper)
Additional Information: [1] This paper was presented at Academy of Marketing Annual Conference 2009, with the theme ‘Putting Marketing in its Place’, held 7-9 July 2009, Leeds Metropolitan University, Leeds, UK. [2] The paper was awarded 'Best Paper' in the Sports Marketing Track. [3] Copies of the conference proceedings are available on CD-ROM.
Uncontrolled Keywords: sports branding, consumer behaviour, cross-culture, national identity, denationalization
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:05
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/1751

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