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  1. 1. Branding Snowboarding Lifestyle : A case study of Burton Snowboards’ brand narrative of gender equity

    Master-uppsats, Stockholms universitet/Institutionen för mediestudier

    Författare :Laura Muukka; [2018]
    Nyckelord :Burton Snowboards; lifestyle; fashion; gender equity; branding;

    Sammanfattning : The purpose of this thesis was to find out how snowboarding lifestyle and gender equity are visible in Burton Snowboards’ branding on their Instagram accounts as well as in their retail stores. Thus, the research questions were “How is (snowboarding) lifestyle and gender equity visible in Burton Snowboards’ branding on their Instagram accounts and in their retail stores?” and also, “How does branding differ in the two accounts and in the four stores?” The theory part of this thesis looks into consumer theories, such as branding and marketing communication. LÄS MER