Advanced Search
MyIDEAS: Login

What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities

Contents:

Author Info

  • de Burgh-Woodman, Helene
  • Brace-Govan, Jan
Registered author(s):

    Abstract

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://mpra.ub.uni-muenchen.de/25385/
    File Function: original version
    Download Restriction: no

    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 25385.

    as in new window
    Length:
    Date of creation: 06 Sep 2006
    Date of revision: 28 Dec 2006
    Publication status: Published in TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism 1.2(2007): pp. 11-29
    Handle: RePEc:pra:mprapa:25385

    Contact details of provider:
    Postal: Schackstr. 4, D-80539 Munich, Germany
    Phone: +49-(0)89-2180-2219
    Fax: +49-(0)89-2180-3900
    Web page: http://mpra.ub.uni-muenchen.de
    More information through EDIRC

    Related research

    Keywords: subculture; brand personality; brand image; consumer behaviour;

    Find related papers by JEL classification:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
    2. Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 31(4), pages 737-747, 03.
    3. Sherry, John F, Jr, 1990. " A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 13-30, June.
    4. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
    5. Meyers-Levy, Joan, 1989. " The Influence of a Brand Name's Association Set Size and Word Frequency on Brand Memory," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 197-207, September.
    6. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 71-84, June.
    7. McQuarrie, Edward F & Mick, David Glen, 1996. " Figures of Rhetoric in Advertising Language," Journal of Consumer Research, University of Chicago Press, vol. 22(4), pages 424-38, March.
    8. Schouten, John W & McAlexander, James H, 1995. " Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 43-61, June.
    9. Celsi, Richard L & Rose, Randall L & Leigh, Thomas W, 1993. " An Exploration of High-Risk Leisure Consumption through Skydiving," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 1-23, June.
    10. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:25385

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.