Northampton Electronic Collection of Theses and Research

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

Wilson, J., Liu, J. and Fan, Y. (2009) Surrogate brands - the pull to adopt an ‘other’ nation; via sports merchandise. Paper presented to: Academy of Marketing Annual Conference 2009, Leeds Metropolitan University, Leeds, 07-09 July 2009. (Unpublished)

Item Type: Conference or Workshop Item (Paper)
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 borders. 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
Subjects: G Geography. Anthropology. Recreation > GV Recreation. Leisure > GV712 Athletic contests. Sports events > GV716 Sport marketing
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing
H Social Sciences > HD Industries. Land use. Labor > HD69.B7 Branding
Creators: Wilson, J, Liu, J and Fan, Ying
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: 2009
Date Type: Presentation
Event Title: Academy of Marketing Annual Conference 2009
Event Dates: 07-09 July 2009
Event Location: Leeds Metropolitan University, Leeds
Event Type: Conference
Language: English
Status: Unpublished

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