de Burgh-Woodman, Helene and Brace-Govan, Jan (2006): What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 2, No. 1 (15. April 2007): pp. 11-29.
Download (350kB) | Preview
This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves through a variety of methods including advertising, event sponsorship, film production and concept stores. This paper investigates the manner in which brand names are apprehended by participants, what difficulties may arise in managing brands and suggest how marketers may cultivate brand image more perceptively since the represented brand personality affects company status in or appeal to these highly discriminating subcultural groups.
|Item Type:||MPRA Paper|
|Original Title:||What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities|
|Keywords:||subculture, brand personality, brand image, consumer behaviour|
|Subjects:||O - Economic Development, Technological Change, and Growth > O1 - Economic Development
M - Business Administration and Business Economics; Marketing; Accounting > M1 - Business Administration
L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports; Gambling; Recreation; Tourism
|Depositing User:||Evangelos Christou|
|Date Deposited:||24. Sep 2010 15:09|
|Last Modified:||11. Feb 2013 17:37|
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, Vol. 38, No.3, pp.102-120.
Aaker, D. (1996), Building Strong Brands. New York, Free Press.
Aaker, D. & Joachimsthaler, E. (2000). Brand Leadership. New York, Free Press.
Aaker, J, Fournier, S. & Brusel, A. (2004). When good brands do bad. Journal of Consumer Research, Vol. 31, No. 1, pp.1-17.
Arnould, E., Price, L. & Otnes, C. (1999). Making consumption magic: A study of white-water rafting. Journal of Contemporary Ethnography, Vol.28, No.1, pp.33-68.
Bargh, J. (2002) Losing consciousness: Automatic influences on consumer judgement, behaviour and motivation. Journal of Consumer Research, Vol. 29, No.2, pp.280-286.
Baveystock, F. (2003). Rip Curl rebrand rides the waves. Design Week, Vol. 18 No. 32, p 5.
Belk, R., Wallendorf, M. & Sherry J. (1989). The sacred and the profane in consumer research: Theodicy on the Odyssey. Journal of Consumer Research, Vol.16, No.2, pp.1-38.
Beverland, M. & Ewing, M. (2005). Slowing the adoption and diffusion process to enhance brand re-positioning: The consumer driven re-positioning of Dunlop volley. Business Horizons, Vol. 48, pp.385-391.
Bloom, J. (2004). Marketers should jump on Quiksilver's creative wave. Advertising Age, Vol. 75, No. 29, pp.17-18.
Brown, S., Kozinets, R. & Sherry, J. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, Vol. 67, No. 3, pp.19-33.
Brumbaugh, A. (2002). Source and non-source uses in advertising and their effects on the activation of cultural and subcultural knowledge on the route to persuasion. Journal of Consumer Research, Vol. 29, No. 3, pp.258-70.
Celsi, R., Rose, R., and Leigh, T. (1993). An exploration of high-risk leisure consumption through skydiving. Journal of Consumer Research, Vol.20, No. 2, pp.1-23.
Cohen, P. (1972). Subcultural conflict and working-class community. Working Papers in Cultural Studies No. 2, University of Birmingham Centre for Contemporary Cultural Studies.
Crane, D. (1992). The production of culture: Media and the urban arts. Newbury Park, CA, Sage.
Cuneo, A. (2003). Quiksilver aims to cash in on pop-culture surf craze: Sportswear marketer with 'Nike essence' infiltrates film, books. Advertising Age, Vol.74, No.23, pp.18-19.
Davies, G. & Chun, R. (2003). The use of metaphor in the exploration of the brand concept. Journal of Marketing Management, Vol.19, pp.45-71.
Davis, S. (2002). Brand Asset management: How businesses can profit from the power of brand. Journal of Consumer Marketing, Vol.19, No.4, pp.351-358.
de Chernatony, L. (2002). The value of triangulation: A case study on measuring brand success. Working paper, Birmingham, Birmingham, pp.1-25.
Eppler, M and Will, M. (2001). Branding knowledge: Brand building beyond product and service brands. Brand Management, Vol.8, pp.445-456.
Erden, T. & Swait, J. (2004). Brand credibility, brand consideration and choice. Journal of Consumer Research, Vol. 31 No.2, pp.191-199.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, Vol. 24, No. 2, pp.343-373.
Gelder, K. & Thornton, S. eds. (1997). The Subcultures Reader. London, Routledge.
Hall, S. (1981). Cultural Studies: Two Paradigms. in Culture, Ideology and Social Processes. Milton Keynes, Open University and London, Batsford.
Hebdige, R. (1979). Subculture: the Meaning of Style. London, Methuen.
Herbig, P. & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing, Vol. 14, Winter, pp.5-10.
Hoyer, W. & Brown, S. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, Vol.17, No.2, pp.141-149.
Jenks, C. (2005). Subculture: the Fragmentation of the Social. London & Thousand Oaks C.A, Sage.
Kaplan, J. & Loow, H. (2002). The Cultic Milieu: Oppositional Subcultures in an Age of Globalization. Walnut Creek, AltaMira Press.
Keller, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research. Vol.29, No.4, pp.595-601.
Keller, K. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, Vol.57, January, pp.1-22.
Kozinets, R. (2002). Can consumers escape the market? Emancipatory illuminations of burning man. Journal of Consumer Research, Vol.29, No.2, pp.20-38.
McCracken, G. (1986), Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, Vol.13, No.2, pp.71-84.
McGuire, W. (2000). Standing on the shoulders of ancients: Consumer research, persuasion and figurative language. Journal of Consumer Research, Vol. 27, No.1, pp.109-121.
McQuarrie, E. & Mick, D. (1996). Figures of rhetoric in advertising language. Journal of Consumer Research, Vol.22, No.4, pp.424-439.
Muniz, A. & O'Guinn, T. (2001). Brand community. Journal of Consumer Research, Vol.27, No.2, pp.412-432.
Meyers-Levy, J. (1989). The influence of brand name's association set size and word frequency on brand memory. Journal of Consumer Research, Vol.16, No.2, pp.197-208.
Moore, E., Wilkie, W. & Lutz, R. (2002). Passing the torch: Intergenerational influences as a source of brand equity. Journal of Marketing, Vol.66, April, pp.17-37.
Muniz, A. & Shau, H. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, Vol.31, No.2, pp.737-48.
Parsons, T. (1951). The Social System. New York, Free Press.
Patterson, M. (1999). Re-appraising the concept of brand image. The Journal of Brand Management, Vol. 6, No. 6, pp.409-426.
Lane, V. & Jacobson, R. (1995). Stock market reactions to brand extension announcements: The effects of brand attitudes and familiarity. Journal of Marketing, Vol. 59, January, pp.63-77.
Schouten, J.& Alexander, J. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, Vol.22, No.2, pp.43-61.
Scott, L. (1994). The bridge from text to mind: Adapting reader response theory for consumer research. Journal of Consumer Research, Vol.21, No.4, pp.461-486.
Sherry, J. (1990). A sociocultural analysis of a midwestern american flea market. Journal of Consumer Research, Vol.17, No.2, pp.13-30.
Solomon, M. (2004). Consumer Behaviour: Buying, Behaving and Being. New Jersey, Pearson Prentice Hall.
Stern B. (1996). Textual analysis in advertising research: Construction and deconstruction of meanings. Journal of Advertising, Vol.25, No.3, pp.61-74.
Thornton, S. (1996). Club Cultures: Music, Media and Subcultural Capital. Hanover, University Press of New England.
Yorkston, E. & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgements. Journal of Consumer Research, Vol.31, No.1, pp.43-52.