Authors: Jonathan A.J. Wilson; Jonathan Liu
Addresses: Business School, Old Royal Naval College, University of Greenwich, Maritime Campus, London, SE10 9LS, UK. ' Regent's College London, Inner Circle, Regent's Park, London, England, NW1 4NS, UK
Abstract: This conceptual paper draws from phenomenological inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. It highlights a global phenomenon which transcends national and cultural boundaries. De facto: sports participation and support necessitate that uniforms distinguish and identify associated parties. As a basic premise, uniform ownership suggests exclusivity and encouraged competition. However, now branded kit, teams, athletes and sponsors are entering symbiotic brand relationships where they actively seek publics, open to multiple adopted national global identities. Significantly, consumers are choosing to wear sporting merchandise, from an 'other' nation, or region whom they have no primary affiliation with. Rather, they are governed by a sharing of emotional and psychographic criteria, housed within a complex network of ascribed meaning towards brands. In short, sports uniform no longer demands restrictive monogamous loyalty. This draws consumers towards embracing temporal identities, culminating in an adopted national identity termed surrogacy.
Keywords: international branding; nation branding; sports branding; national identity; brand extensions; brand stakeholders; cultural branding; surrogacy; multiculturalism; cross-culture; surrogate brands; conceptual metaphor theory; critical discourse analysis; brand relationships; sporting merchandise; sports uniform; sports kit.
International Journal of Sport Management and Marketing, 2012 Vol.11 No.3/4, pp.172 - 192
Available online: 01 Jun 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article