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Sports Equipment: Mixing Performance with Brands – the Role of the Consumers

In: Brands and Branding Geographies

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  • Atle Hauge

Abstract

Despite overstated claims of their ‘global’ homogeneity, ubiquity and contribution to ‘flattening’ spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context.

Suggested Citation

  • Atle Hauge, 2011. "Sports Equipment: Mixing Performance with Brands – the Role of the Consumers," Chapters, in: Andy Pike (ed.), Brands and Branding Geographies, chapter 6, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:13980_6
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    File URL: https://www.elgaronline.com/view/9781849801591.00015.xml
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    References listed on IDEAS

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    1. Luthje, Christian & Herstatt, Cornelius & von Hippel, Eric, 2005. "User-innovators and "local" information: The case of mountain biking," Research Policy, Elsevier, vol. 34(6), pages 951-965, August.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Maskell, Peter & Malmberg, Anders, 1999. "Localised Learning and Industrial Competitiveness," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 23(2), pages 167-185, March.
    4. Eleonora Di Maria & Vladi Finotto, 2008. "Communities of Consumption and Made in Italy," Industry and Innovation, Taylor & Francis Journals, vol. 15(2), pages 179-197.
    5. Martin Schreier & Stefan Oberhauser & Reinhard Prügl, 2007. "Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities," Marketing Letters, Springer, vol. 18(1), pages 15-30, June.
    6. Franke, Nikolaus & Shah, Sonali, 2003. "How communities support innovative activities: an exploration of assistance and sharing among end-users," Research Policy, Elsevier, vol. 32(1), pages 157-178, January.
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    Cited by:

    1. Benaim, Mickael, 2018. "From symbolic values to symbolic innovation: Internet-memes and innovation," Research Policy, Elsevier, vol. 47(5), pages 901-910.

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