Derbaix, Christian
[FUCAM]
Cabossart, Olivier
[FUCAM]
Decrop, Alain
[FUCAM]
(eng)
Merchandising today represents a substantial part of the income of professional soccer teams. In this paper, we investigate the reasons why merchandising is becoming so successful: why fans are increasingly buying and consuming shirts, scarves or hats of their preferred colors. The consumption of football-related items is considered from a naturalistic interpretive perspective. Participant observation and interviews are used in order to get a better grasp on this problem. The paper shows that action and possession are strongly connected in football consumption and that merchandise fulfil four symbolic functions: identification, integration, expression and sacralization. Football fans express their identification with their team as a unified community during sacred sport moments.
Bibliographic reference |
Derbaix, Christian ; Cabossart, Olivier ; Decrop, Alain. Colors and Scarves: The Symbolic Consumption of Material Possessions by Soccer Fans. In: Advances in Consumer Research, Vol. 29, p. 511-518 (2002) |
Permanent URL |
http://hdl.handle.net/2078/20197 |