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DEMYSTIFYING EXCLUSION FROM AN INCLUSIVE LIFESTYLE: The case of surf industry branding

Dors, Amber Esseline LU (2020) SMMM20 20201
Department 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.
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author
Dors, Amber Esseline LU
supervisor
organization
course
SMMM20 20201
year
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}},
}