‘Money in the bank’ and other tales: Prized World Wrestling Entertainment possessions and their role in identity construction and self-expression

Artemisia Apostolopoulou, Armand A. Buzzelli, Dimitra Papadimitriou and R. John Locke
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Artemisia Apostolopoulou: University Professor of Sport Management and Marketing, Department of Marketing, Robert Morris University, USA
Armand A. Buzzelli: Assistant Professor of Sport Management, Department of Marketing, Robert Morris University, USA
Dimitra Papadimitriou: Professor of Business Administration and Vice Chair, Department of Economics, University of Patras, Greece
R. John Locke: Chief Experience Officer and part-time Faculty of Communication and Organisational Leadership, Robert Morris University, USA

Journal of Brand Strategy, 2025, vol. 14, issue 3, 242-258

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/

Keywords: World Wrestling Entertainment; WWE; consumer products; prized possessions; product meanings; identity construction; self-expression; interpersonal ties (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2025:v:14:i:3:p:242-258

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