International Journal of Sport Management

Racioethnic Self-Referencing and the Symbolic Consumption of Sport Merchandise: A Standpoint Theory Analysis

Ketra L. Armstrong

Abstract: This investigation examined the influence of race/ethnicity as athlete brand markers on the frequency in which consumers with different racial designations (e.g., Caucasians or Individuals of Color) engaged in the symbolic behavior of wearing associated sport team merchandise. Data were obtained from a sample of 479 respondents (51% Caucasians, 49% Individuals of Color) who resided in the western region of the United States. Results revealed that the groups had similar sport affinity profiles; however, the product attributes of logos/colors and the race/ethnicity of athletes were more salient to the sport consumption decision of the respondents of Color. Both groups wore sport team merchandise at a similar frequency; however, for the respondents of Color this behavior was significantly influenced by the presence of athletes on sport teams from their racial/ethnic group. The phenomenon of racioethnic self-referencing in sport is discussed and interpreted through the lenses of the standpoint theories of critical race theory and whiteness theory.

Citation: Armstrong, K. L. (2017). Racioethnic self-referencing and the symbolic consumption of sport merchandise: A standpoint theory analysis. International Journal of Sport Management, 18(3), 348-371.

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