Consumer Perceptions of Underarmour Brand: a Semiotic Square Approach

Athletes see UnderArmour as equipment that allows them to focus on their sport; Fashion focused consumers appreciate colors and logo. Non-athletes feel more athletic, leading to contradictions in perception. A semiotic square is used to convey these perceptions and relationships supported by self-enhancement, self verification, and symbolic self completion theories.


Yi-Chia Wu, Paul Barretta, Samaneh Torkzadeh, Arash Hosseinzadeh, and Todd Palmer (2014) ,"Consumer Perceptions of Underarmour Brand: a Semiotic Square Approach", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 758-758.


Yi-Chia Wu, Tarleton State University
Paul Barretta, St. Bonaventure University
Samaneh Torkzadeh, The University of Texas - Pan American
Arash Hosseinzadeh, The University of Texas - Pan American
Todd Palmer, St. Bonaventure University


NA - Advances in Consumer Research Volume 42 | 2014

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