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Football in the dynamics of consumption: the forms of marketing and the building of a shared identity
Journal Title: SOCIOLOGIA DELLA COMUNICAZIONE  
Author/s: Michele Bonazzi 
Year:  2011 Issue: 41-42 Language: Italian 
Pages:  24 Pg. 193-216 FullText PDF:  125 KB
DOI:  10.3280/SC2011-041013
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To identify oneself with a football team is a process capable of building a community that encompasses and distinguishes at the same time those who adhere to it. A shared identity also manifests itself in the ownership of goods that are an undeniable sign of belonging. The promotion of these objects takes place through traditional marketing practices and those forms of unconventional marketing that allow the consumer to play an active role in the productive mechanism. Football is a part of this new dynamics involving producers and consumers to sell the productfootball and the whole universe of consumption that revolves around it.

Michele Bonazzi, Football in the dynamics of consumption: the forms of marketing and the building of a shared identity in "SOCIOLOGIA DELLA COMUNICAZIONE " 41-42/2011, pp. 193-216, DOI:10.3280/SC2011-041013

   

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