Social and Behavioral Sciences Commons^™

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …