Aproximación al estudio del surf desde una perspectiva de marca. El caso de los surfistas españoles y su relación con el branding

  1. Sanz-Marcos, Paloma 1
  1. 1 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

Revista:
RICYDE. Revista Internacional de Ciencias del Deporte

ISSN: 1885-3137

Any de publicació: 2019

Títol de l'exemplar: Octubre

Volum: 15

Número: 58

Pàgines: 383-398

Tipus: Article

DOI: 10.5232/RICYDE2019.05806 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: RICYDE. Revista Internacional de Ciencias del Deporte

Resum

This investigation describes what kind of consequences and relationships are established between surf brands and their consumers through the analysis of the discourse of the responsible for those brands and surfers. It is a novel and unexplored subject that, in the specific Spanish case, is non-existent, being the first work carried out in this field. For this purpose, in addition to reviewing the academic literature about branding and surfing, different research techniques of a qualitative nature have been combined. On the one hand, 11 in-depth interviews were conducted with the managers of the most representative surf brands operating in the Spanish market, and, on the other hand, 4 focus groups were held with a total of 29 participants from relevant clusters of the peninsular Atlantic. The results indicate that there is a communicational disconnection that warns of the absence of relationships between brand professionals and their consumers, mainly due to a categorical problem manifested in a lack of sophistication of the professionals who manage it.

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Fuente de los datos: Dialnet