Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/6921 |
Resumo: | Skateboarding is considered an extreme sport, but for its practitioners it represents much more. Skateboarders share a deep link because of the high level of passion and emotion revolving around skateboarding itself. In line with the previous, it is believed that we live in a postmodern-era suggesting that consumer’s value more symbolic and emotional aspects of products and services, rather than economic and functional ones. Furthermore, authors like Cova and Cova (2002) argue that consumers are willing to re-compose their social universe by connecting on an emotional basis with other consumers, forming consumer tribes. The First objective of this thesis is to understand if a consumer tribe can be identified within the Portuguese skateboarding panorama. The second one is to analyze how through a tribal marketing strategy skateboarding brands can achieve a true and emotional brand loyalty among the tribe. In order to accomplish these objectives an exploratory study was developed based on qualitative and ethnographic research including as main tools participant observation and in-depth interviews. Through the gathered data it was possible to verify that typical characteristics of consumer tribes were observed among skateboarders and sharing of common values such as non-competitive spirit and sense of freedom. Concerning the behavior and loyalty towards skateboard brands, the present findings support that these brands must establish an authentic and emotional relation with skateboarders by actively supporting and understanding the tribe and additionally take in account the main social influences in brand choice and loyalty. |
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Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brandsSkateboardingTribesTribal marketingBrand loyaltySkateTribosMarketing tribalLealdade de marcaSkateboarding is considered an extreme sport, but for its practitioners it represents much more. Skateboarders share a deep link because of the high level of passion and emotion revolving around skateboarding itself. In line with the previous, it is believed that we live in a postmodern-era suggesting that consumer’s value more symbolic and emotional aspects of products and services, rather than economic and functional ones. Furthermore, authors like Cova and Cova (2002) argue that consumers are willing to re-compose their social universe by connecting on an emotional basis with other consumers, forming consumer tribes. The First objective of this thesis is to understand if a consumer tribe can be identified within the Portuguese skateboarding panorama. The second one is to analyze how through a tribal marketing strategy skateboarding brands can achieve a true and emotional brand loyalty among the tribe. In order to accomplish these objectives an exploratory study was developed based on qualitative and ethnographic research including as main tools participant observation and in-depth interviews. Through the gathered data it was possible to verify that typical characteristics of consumer tribes were observed among skateboarders and sharing of common values such as non-competitive spirit and sense of freedom. Concerning the behavior and loyalty towards skateboard brands, the present findings support that these brands must establish an authentic and emotional relation with skateboarders by actively supporting and understanding the tribe and additionally take in account the main social influences in brand choice and loyalty.O skate é definido como um desporto radical, mas para os praticantes este representa muito mais. Os skaters partilham uma forte ligação devido à forte paixão e emoção relacionada com o skate. Na actualidade, é defendido que vivemos numa época pósmoderna significando que os consumidores dão maior valor aos aspectos simbólicos e emocionais dos produtos e serviços do que aos racionais. Adicionalmente, autores como Cova e Cova (2002) defendem que os consumidores querem recompor o seu universo social estabelecendo uma ligação emocional com outros consumidores, formando tribos. O primeiro objectivo desta dissertação é compreender se uma tribo de consumidores pode ser identificada no skate nacional. Em segundo lugar pretende-se analisar como é que as marcas de skate, adoptando uma estratégia de marketing tribal, conseguem atingir uma lealdade autêntica e emocional face aos membros da tribo. Para atingir os objectivos foi realizado um estudo exploratório baseado numa metodologia qualitativa e etnográfica utilizando como principais ferramentas a observação participante e as entrevistas semiestruturadas. Através dos dados obtidos foi possível verificar que características típicas em tribos de consumidores também são observadas no skate, e que estas partilham valores idênticos tais como a atitude não-competitiva e o sentimento de liberdade. Relativamente ao comportamento e lealdade face a marcas de skate, os resultados obtidos reflectem que as marcas devem procurar desenvolver uma relação autêntica e emocional demonstrando compreensão e suporte face à tribo, e adicionalmente ter sempre em conta as principais influências de escolha e lealdade de marcas.2014-04-11T15:33:27Z2013-01-01T00:00:00Z20132013-04info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/6921engBaumhammer, Paulo Miguel Pereirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:36:28Zoai:repositorio.iscte-iul.pt:10071/6921Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:16:34.486137Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
title |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
spellingShingle |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands Baumhammer, Paulo Miguel Pereira Skateboarding Tribes Tribal marketing Brand loyalty Skate Tribos Marketing tribal Lealdade de marca |
title_short |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
title_full |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
title_fullStr |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
title_full_unstemmed |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
title_sort |
Four wheels and one board: Studying the skateboard tribe and their loyalty towards skateboarding brands |
author |
Baumhammer, Paulo Miguel Pereira |
author_facet |
Baumhammer, Paulo Miguel Pereira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Baumhammer, Paulo Miguel Pereira |
dc.subject.por.fl_str_mv |
Skateboarding Tribes Tribal marketing Brand loyalty Skate Tribos Marketing tribal Lealdade de marca |
topic |
Skateboarding Tribes Tribal marketing Brand loyalty Skate Tribos Marketing tribal Lealdade de marca |
description |
Skateboarding is considered an extreme sport, but for its practitioners it represents much more. Skateboarders share a deep link because of the high level of passion and emotion revolving around skateboarding itself. In line with the previous, it is believed that we live in a postmodern-era suggesting that consumer’s value more symbolic and emotional aspects of products and services, rather than economic and functional ones. Furthermore, authors like Cova and Cova (2002) argue that consumers are willing to re-compose their social universe by connecting on an emotional basis with other consumers, forming consumer tribes. The First objective of this thesis is to understand if a consumer tribe can be identified within the Portuguese skateboarding panorama. The second one is to analyze how through a tribal marketing strategy skateboarding brands can achieve a true and emotional brand loyalty among the tribe. In order to accomplish these objectives an exploratory study was developed based on qualitative and ethnographic research including as main tools participant observation and in-depth interviews. Through the gathered data it was possible to verify that typical characteristics of consumer tribes were observed among skateboarders and sharing of common values such as non-competitive spirit and sense of freedom. Concerning the behavior and loyalty towards skateboard brands, the present findings support that these brands must establish an authentic and emotional relation with skateboarders by actively supporting and understanding the tribe and additionally take in account the main social influences in brand choice and loyalty. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-01T00:00:00Z 2013 2013-04 2014-04-11T15:33:27Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/6921 |
url |
http://hdl.handle.net/10071/6921 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134724488167424 |