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

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  • de Burgh-Woodman, Helene
  • Brace-Govan, Jan
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    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.

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    File URL: http://mpra.ub.uni-muenchen.de/25385/
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    Bibliographic Info

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

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    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

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    Related research

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

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    References

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    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    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. 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.
    10. 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.
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