Branding Snowboarding Lifestyle : A case study of Burton Snowboards’ brand narrative of gender equity
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. Also, the theory part concentrates on theories from social sciences mainly from the point of view of gender studies. In addition, the study is deepened by theoretical connections that are relevant for the overall research. The empirical part of the thesis is a qualitative study, which was carried out by mixing two different research methods. First, an extensive visual analysis of Burton Snowboards and Burton Girls Instagram accounts was conducted. Secondly, in-store observations were carried out in four different Burton Stores, three of them in the USA and one in Finland. Based on the findings of the study, Burton Snowboards’ is advancing gender equity by building and developing a lifestyle brand where actions and expressions are actively oriented towards reducing gender stratification.
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