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Exclusiveness in the sneaker world: a door to enter today’s reign of the ephemeral’ : a critical marketing analysis on the presence of exclusiveness in the sneaker market

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Exclusiveness in the sneaker world: a door to enter today’s reign of the ephemeral’ : a critical marketing analysis on the presence of exclusiveness in the sneaker market

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QUOTE “Taking into consideration the […] components of exclusiveness and luxury, we should ask ourselves: when exclusiveness is actually exclusive? And why is an exclusive product more attractive than regular alternatives?” RESEARCH QUESTION Does exclusiveness exist in the contemporary sneaker scene? TABLE OF CONTENTS Introduction, research questions…etc. //CHAPTER 1. What is ‘exclusiveness’ in a product and what does it involve nowadays? /1.1 – Introduction to the concept. /1.2 - What is exclusiveness exactly? 1.2.1 - Intrinsic features (Schins, 2014) 1.2.2 - Extrinsic features (Schins, 2014) /1.3 - Exclusiveness and the relationship with luxury. 1.3.1 - What is luxury? 1.3.2 - The components of luxury. // CHAPTER 2. How ‘exclusiveness’ is connected to consumers, brands and products in the purchasing process? - /2.1 - Interpersonal effects: A - The Veblen Effect - Perceived Conspicuous Value B - The Snob Effect - Perceived Unique Value C - The Bandwagon Effect - Perceived Social Value - /2.2 - Personal effects: A - The Hedonic Effect - Perceived Emotional Value B - The Perfectionism Effect - Perceived Quality Value C - Self-Concept leading to Self-Reward – Conclusion - /2.3 - The Involvement concept 2.3.1 - Different categorizations: A - Purchase related B - Time related C - Brand vs product D - Looking good vs being fashionable (Maltzahn, 2013) // CHAPTER 3. What are the dimensions of exclusiveness in the sneaker market? How did we arrive at this historical moment? Crossing exclusiveness with the consumer archetypes. Interpersonal effects – the consumer & the society. Veblen effect – the peacock. Snob effect – the connoisseur. Bandwagon effect – the processional moth. Personal effects – the consumer’s inner world. Hedonic effect – the hedonist. The Perfectionism Effect – zealot. Self-Concept leading to Self-Reward – the insecure. // CHAPTER 4 – ‘Inveniendum’ exclusiveness in sneakers – seeking the truth. /4.1 – Demographics. /4.2 - How exclusiveness in sneakers is perceived. /4.3 – Which kind of consumer buys exclusive sneakers. /4.4 – Testing the sneaker consumer archetypes. /4.5 – Factorial analysis. - //5 – Conclusion. Appendix Bibliography Table of figures

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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