Surrogate Brands-The pull to adopt and create hybrid identities-via sports merchandise

Wilson, Jonathan A and Liu, Jonathan (2012) Surrogate Brands-The pull to adopt and create hybrid identities-via sports merchandise. International Journal of Sport Management and Marketing, 11 (3/4). pp. 172-192.

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Abstract

An extension of the work awarded 'Best Paper' in the Sports Marketing track, at the Academy of Marketing Annual Conference, July 7th-9th 2009, Leeds Metropolitan University, UK. Human identities are becoming more complicated and hybridized - which can be observed through the increasing number of national teams that fans are willing to support. Rather than this being a zero sum game, hybridization is leading to wealth creation. National brand strengths can be increased through encouraging and celebrating multiculturalism (or even evoking concepts of polytheistic or polygamous consumption), instead of demanding monogamous loyalty. Furthermore, this phenomenon is using branding as a unifying factor, metaphor and language.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Ineke Tijsma
Date Deposited: 28 Apr 2015 15:27
Last Modified: 28 Apr 2015 15:27
URI: http://eprints.glos.ac.uk/id/eprint/1856

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