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This study analyzes the ways consumers legitimize their regional ethnic affiliation. An analysis of 29 introspections highlights the means individuals use to legitimize their ethnic affiliation and its authenticity. More precisely, it (1) demonstrates how individuals hijack and invent new sources of ethnic legitimacy, (2) emphasizes the role of archetypes in perceived ethnic authenticity and (3) examines dissonances linked to ethnic authenticity (artificiality and ambivalence). These results enrich previous research on reflexive ethnicity by introducing self-legitimizing processes and showing how individuals contribute, by consuming archetypes, to developing the collective constructs on which ethnicity is based. This leads to recommendations regarding the legitimization of regional brands.

Purpose -The purpose of this paper is to identify the key elements that maximise sponsorship opportunities and that enable a successful relationship between a sponsor and a sponsored party. Design/methodology/approach -The paper is based on a review of the literature and takes a case study approach. The paper first identifies the classic aspects of sponsor relationships and then explores new criteria to propose a brand model approach. Practical examples are taken out of the sailing team Alinghi who raced the America's Cup. Findings -The paper suggests that the key success factor for a sponsored party is to act as a brand. This brand should have four strong pillars to build its brand essence: its own identity, a clear offer for a value creation process, an organisation to support this offer in line with strategic alliances of the sponsor and identified targets or consumers. Originality/value -Sponsorship is part of the daily life of any business and can take many forms. Moreover, the large number of sponsorship opportunities does not help entities looking for financial support to stand out easily. However, few opportunities meet all criteria to build an effective sponsor relationship. The authors believe that a brand model approach is the best way to achieve such goal. Alinghi (America's Cup 2003 and 2007 winner) is a perfect example of this new approach.

Cette recherche analyse les façons dont les consommateurs légitiment leur affiliation ethnique régionale. L'analyse de 29 introspections met en avant les moyens utilisés par les individus, notamment à travers la consommation, pour légitimer leur affiliation ethnique et l'authenticité de cette affiliation. Plus spécifiquement, (1) nous montrons comment les individus détournent et inventent de nouvelles sources de légitimité ethnique, (2) nous mettons en avant le rôle des archétypes dans la perception de l'authenticité ethnique et (3) nous étudions les dissonances liées à l'authenticité ethnique (artificialité et ambivalence). Ces résultats enrichissent les recherches sur l'ethnicité réflexive en introduisant les processus d'auto-légitimation et en montrant comment les individus, à travers leur consommation d'archétypes, font évoluer les constructions collectives sur lesquelles s'appuie l'ethnicité. Ils permettent également de proposer des recommandations sur les processus de légitimation des marques régionales.