DEMYSTIFYING EXCLUSION FROM AN INCLUSIVE LIFESTYLE: The case of surf industry branding
(2020) SMMM20 20201Department of Service Studies
- Abstract
- Empirical data of this thesis is based on qualitative methods and answers to the research question: How does branding by actors affiliated with the surfing community enact social inclusion or exclusion? Empirical data demonstrates that branding does not play an essential role in the social inclusiveness of local surfing communities. Not least, marketing communication executed by the biggest representative actors (e.g. WSL), does enact social exclusion and reduces feelings of responsibility among the surf athletes in the institutional context of the surf industry’s brand.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9016862
- author
- Dors, Amber Esseline LU
- supervisor
- organization
- course
- SMMM20 20201
- year
- 2020
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Social inclusion, Social exclusion, Industry branding, Customer relations, Responsibility, Sport, Surfing
- language
- English
- id
- 9016862
- date added to LUP
- 2020-11-20 10:41:09
- date last changed
- 2020-11-20 10:41:09
@misc{9016862, abstract = {{Empirical data of this thesis is based on qualitative methods and answers to the research question: How does branding by actors affiliated with the surfing community enact social inclusion or exclusion? Empirical data demonstrates that branding does not play an essential role in the social inclusiveness of local surfing communities. Not least, marketing communication executed by the biggest representative actors (e.g. WSL), does enact social exclusion and reduces feelings of responsibility among the surf athletes in the institutional context of the surf industry’s brand.}}, author = {{Dors, Amber Esseline}}, language = {{eng}}, note = {{Student Paper}}, title = {{DEMYSTIFYING EXCLUSION FROM AN INCLUSIVE LIFESTYLE: The case of surf industry branding}}, year = {{2020}}, }