‘Money in the bank’ and other tales: Prized World Wrestling Entertainment possessions and their role in identity construction and self-expression
Abstract
The goal of this research was to explore product meanings embedded in the prized possessions of World Wrestling Entertainment (WWE) consumers. Data was collected through the use of an online questionnaire from a sample of shoppers of the online WWE store. Study participants were asked to identify their most prized WWE possession and to explain why that item was important to them. Data analysis revealed the role of prized possessions in identity construction and self-expression, while themes of connection to personal history, public display of support for WWE and its superstars, and the importance of gift-giving also emerged Other sources of product meaning included product attributes and benefits, relationships with significant others, functional use and the effort required to acquire and maintain these possessions. This paper also offers a discussion of the results within the context of existing literature on consumers’ favourite possessions, practical implications and directions for future research. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/
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Author's Biography
Artemisia Apostolopoulou , PhD, is a University Professor of Sport Management and Marketing at the Department of Marketing, Robert Morris University, USA. Her research interests include branding and brand extension strategies of sport organisations, sport sponsorship and the consumption and value of licenced products.
Armand A. Buzzelli , PhD, is an Assistant Professor of Sport Management at the Department of Marketing, Robert Morris University, USA. His research focuses on the emerging influences of technology in the sport industry, including esports, analytics, fan engagement and social media.
Dimitra Papadimitriou , PhD, is a Professor of Business Administration and the Vice Chair of the Department of Economics, University of Patras, Greece. Her research interests include service quality management, destination brand management and sport consumer behaviour in the sponsorship and licencing domains. She serves as the Director of the Social Entrepreneurship and Social Innovation Laboratory.
R. John Locke , PhD, is the Chief Experience Officer and part-time Faculty of Communication and Organisational Leadership at Robert Morris University, USA. His research focuses on performing arts, student development in actors/athletes and storytelling. He has presented the findings of his research at the World Wrestling Entertainment Performance Center, Winter Park, FL.
