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

This article investigates the meanings that consumers of World Wrestling Entertainment (WWE) attach to their most prized WWE possessions, focusing on how these items contribute to identity construction and self-expression. Based on an online survey of over 1,000 U.S.-based WWE merchandise shoppers, the study found that prized possessions—primarily apparel, title belts, and collectibles—serve as symbols of personal identity, connections to WWE superstars and brand history, and reminders of significant interpersonal relationships and life experiences. Additional sources of meaning include product attributes such as quality and rarity, the effort invested in acquiring items, and the role of gift-giving. The findings highlight the emotional and social significance of WWE consumer products beyond their functional use, offering insights for branding strategies and future research on fan engagement and merchandise consumption in sports entertainment.