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عنوان فارسی مقاله:
صحت و سقم نبرد در ورزش های اکشن: یک دیدگاه صنعتی مبتنی بر مورد
عنوان انگلیسی مقاله:
The ‘‘authenticitude’’ battle in action sports: A case-based industry perspective
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Theoretical perspectives on authenticity Often
regarded as the cornerstone of modern marketing (Kozinets, 2001), authenticity is a multilayered, polysemous, and complex concept that is subjective and socially constructed (Beverland, 2005; Beverland & Farrelly, 2010; Quester, Beverland, & Farrelly, 2006). From a branding perspective, authenticity is an individual assessment by consumers of whether a brand is legitimate or genuine and has a sense of quality that emerges from their own experiences (Cohen, 1988). From a sociological perspective, an authentic subculture has been defined in opposition to the inauthentic, mass-produced, commercial mainstream, or dominant culture (Wheaton, 2007). Foundationally, consumers construct authenticity because they are motivated to realize associated benefits such as sense of escape, feelings of assuredness, and connection with the past (Rose & Wood, 2005). According to Beverland and Farrelly (2010), ‘‘consumers actively seek authenticity to find meaning in their lives, and in line with associated personal goals prefer brands that reinforce their desired identity’’ (p. 839). Since notions of authenticity are socially constructed, consumer expressions of authenticity often reflect wider social norms (Beverland, 2005). Authenticity has been researched in a variety of consumer contexts (e.g., tourism, wine, automobile). For instance, Leigh et al. (2006) examined the multiplicity of meanings within the MG sport cars subculture. The authors made a distinction between authenticity based on product symbolism and self-efficacy. They further noted authenticity appears to rely on a personal investment tied to one’s identity and communicated to others. Through application of semiotics theory with 218 museum visitors in the United Kingdom, Grayson and Martinec (2004) purported authenticity is captured via physical attributes (indexically) and brand essence (iconically), as judged by consumers using their lenses of personal experiences. They further contended authenticity could be both a social construction and a source of evidence; therefore, companies may utilize the constructed nature of authenticity in developing authentic market offerings. Parallel to brands’ efforts in rendering authenticity with consumers and competitors (outer context), it is imperative enterprises communicate and reinforce authenticity elements within (inner context). Before underpinning ‘‘true to self’’ aspects, entities should identify the self to which they want to stay true. Gilmore and Pine (2007) proposed five categories that determine the true identity of an organization: (a) essence of enterprise (who you are at your core), (b) nature of offerings (what you offer to others), (c) effects of heritage (where and when you came to be who you are today), (d) sense of purpose (why you are in business), and (e) body of values (how your identity is manifested). The aforementioned components may support organizations in establishing standards of authenticity and defining characteristics of market positioning and differentiation. Another stream of research has examined authentic subcultural participation in action sports (e.g., Wheaton, 2004, 2007; Wheaton & Beal, 2003). Although subcultural groups are constantly evolving and transforming, for those who self-identify as participants there is an increased stability and distinctiveness in the culture’s sense of collective identity and forms of status (Wheaton, 2007). From a subcultural perspective, communities of consumption in action sports derive from grassroots traditions; however, they have grown to such an extent that founding members are raising concerns about ‘‘selling out’’ (Beverland et al., 2010). Per the example of Nike, commercialization may often undermine the value of authenticity to consumers since, in their minds, authenticity is associated with evidence and truth (Grayson & Martinec, 2004). Carter (2004) purported that the individuals whom a sport marketer should certainly reach with a message of authenticity are core consumers; namely, the ones who are truly passionate about the sport and its subsequent details.
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[PDF]chrysostomos giannoulakis - Ball State Universitycms.bsu.edu/-/media/WWW/DepartmentalContent/.../Vitabio/Giannoulakis_CV.pdfSport Marketing Research Institute, University of Northern Colorado, Greeley, Colorado ... The “authenticitude” battle in action sports: An industry perspective.The “authenticitude” battle in action sports: A ... - پایگاه مقالات علمیunibazaar.ir/.../the-authenticitude-battle-in-action-sports-a-case-bas...Translate this pageAbstract The expanding and often unregulated status of the action sports setting has resulted in mainstream athletic companies diversifying their products in ...Sport Management Review Volume 19, Issue 2, 2016 | idrottsforum.orgidrottsforum.org/sport-management-review-volume-19-issue-2-2016/Apr 14, 2016 - “Pick and choose our battles” – Understanding organizational ... The “authenticitude” battle in action sports: A case-based industry perspectiveAuthentic subcultural membership: Antecedents and consequences of ...onlinelibrary.wiley.com/doi/10.1002/mar.20352/abstractby MB Beverland - 2010 - Cited by 64 - Related articlesJun 10, 2010 - This paper forms part of Research Projects DP0664943 and DP0985178 of the Australian Research Council, for whose financial support the ...Phoenix Action Sports - Home | Facebookhttps://www.facebook.com › ... › Performance & Event VenueRating: 4.9 - 51 votesThey Care about there customer's and Take Pride in Phoenix Action Sports. ..... Tue 5:00 PM EST · Phoenix Action Sports · Allentown, PA ... Battle armor . #battle ...
