Thesis
Marketing the authentic surfer: authenticity, lifestyle branding, and the surf apparel industry
Washington State University
Master of Arts (MA), Washington State University
2009
Handle:
https://hdl.handle.net/2376/101230
Abstract
Surfer magazine has been the facilitator allowing interaction of appearance management and appearance perception to occur between surf apparel advertisers and their target market. Changes in the design of surf apparel have adapted in expression and indication of the changes of surfer lifestyles that have occurred over time. Surf apparel companies have marketed their products in correlation with a number of accepted surfer lifestyles grounded in authenticity. The results of this study provide action sports marketers with a valuable framework for applying the principles of authenticity in lifestyle branding that can be used to support marketing campaigns in the future. The process of symbolic interaction between advertisers and surfers in this study occurs completely by visual means, which supports Stone's (1962) elaboration of symbolic interaction as occurring through non-verbal communication.
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Details
- Title
- Marketing the authentic surfer
- Creators
- Lisa A. Reese
- Contributors
- Linda B. Arthur (Degree Supervisor)Karen K. Leonas (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; Pullman, Wash. :
- Identifiers
- 99900525129001842
- Language
- English
- Resource Type
- Thesis