Culture

From Persona to Purchase: Deion Sanders and the Power of Personal Branding in Driving Retail Sales

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Abstract

This study explores how Deion “Coach Prime” Sanders’ personal brand functions as a powerful driver of retail sales and consumer engagement. Anchored in Consumer Culture Theory, Identity Signaling Theory, and Keller’s Customer-Based Brand Equity Model, the study examines how Sanders’ authentic, consistent, and value-driven persona transforms merchandise into cultural symbols of excellence, confidence, and community affiliation. Using a triangulated methodological approach that includes retail analytics, content analysis, social media engagement data, and timeline mapping, the research identifies key mechanisms linking personal branding to purchasing behavior. Findings demonstrate that authenticity, product–persona alignment, strategic media presence, and emotional storytelling collectively fuel symbolic affiliation and brand loyalty, resulting in substantial sales growth. The study contributes to consumer behavior and merchandising scholarship by illustrating how personality-centered branding ecosystems operate at the intersection of culture, identity, and commerce. Implications are offered for fashion education, retail strategy, and future research on culturally embedded brand equity models.

Keywords: Deion Sanders, personal branding, retail, economic impact

How to Cite:

Sanders, E. A., (2025) “From Persona to Purchase: Deion Sanders and the Power of Personal Branding in Driving Retail Sales”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21916