Title: Dangerous liaisons: how can sports brands capitalise on the Hip Hop movement

Authors: Barbara Manivet, Andre Richelieu

Addresses: Universite Laval, Quebec, QC, Canada. ' Universite Laval, Pavillon Palasis-Prince 2429, Quebec, QC, G1K 7P4, Canada

Abstract: Hip Hop represents an important development potential for professional sports teams and equipment makers. This article examines the literature on diffusion and adoption processes, which stresses the ongoing adjustment of Hip Hop culture, the challenges, opportunities and constraint factors a professional sports team or an equipment maker should consider when approaching Hip Hop. Hip Hop requires authenticity and preaches different values from those of the sports fans. Therefore, we recommend a bipolar strategy with a set of operational actions directed at Hip Hop, on one hand, and team core fans on the other, together with a |buffer| zone for the mass market.

Keywords: brand equity; diffusion process; adoption process; sport marketing; hip hop; sport brands; authenticity; values; emotional attachment; professional sports.

DOI: 10.1504/IJSMM.2008.015965

International Journal of Sport Management and Marketing, 2008 Vol.3 No.1/2, pp.140 - 161

Published online: 02 Dec 2007 *

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