Adidase kui massibrändi retseptsioon elustiilirühmades
Date
2005
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The bachelor's thesis aims to explore reception of mass brand in different lifestyle groups.
The brand of Adidas is taken as a case here. The main question is how brand's “embedded
“ symbols and identity elements are interpreted by the members of brand's “logical” target
groups, as well as by a group which could rather oppose itself to the brand's symbols.
According to the object of this study three lifestyle groups were chosen: hip-hoppers,
rockers, also sportsmen and sportswomen. However, this concerns interpretation of brand's
verbally expressed identity elements only – music and non-verbal elements were left out of
this work to maintain clear focus and appropriate volume of the thesis.
The theoretical part of the thesis focuses to the topic of construction of identity in
consumer society, brands and lifestyle groups, more precisely youth subcultures. Next, the
object and the target groups of the study are introduced. The methodological part gives an
overview of sample and interviews. The results are presented in the subchapters about
reception of Adidas among lifestyle groups; associated values and lifestyle and attitude
towards brands in general. The subchapter of conclusion and discussion follows to the
results.
The empirical data for this study was collected during 15 in-depth interviews. Each
lifestyle group was represented by five respondents.
This thesis has shown that the perception of the general meaning of Adidas as a symbol (of
sports and hip-hop) is similar in all lifestyle groups, however they evaluate the brand
differently. The image of the brand is foremost functional for sportsmen and sportswomen.
For hip-hoppers the subcultural connotations are strong and the brand is seen as a symbol
of own subculture. Adidas is not acceptable for rockers because it does not correspond with
their subcultural identity. As far as the general attitude towards brands is concerned, then
single brands does not seem very important for all lifestyle groups, rather general style is
more important.
Keywords
H Social Sciences (General)