Mass Customisation in Sports: An Insight to the Sneaker Market - Hardcover

Baena, Verónica; Winkelhues, Katharina

Hardcover

ISBN 10: 1536123846 ISBN 13: 9781536123845

Publisher: Nova Science Pub Inc, 2017

Synopsis

This book deals with the topic of mass customisation in sports and focuses on the sneaker market. In this context, this well known marketing tool is examined from the consumer‘s point of view. Moreover, a short consideration from the producer‘s point of view has been implemented. The main subject areas are the willingness to pay by consumers and the consumer‘s confusion as well as the topic brand loyalty in combination with mass customisation in the sneaker market. For this reason, the literature on individualisation and mass customisation is firstly analyzed to subsequently discuss the market for mass customised sneakers. Later, a total of 23 research hypotheses are proposed and empirically tested. To achieve this goal, an online-based quantitative research study including 254 questionnaires was conducted. On top of this, a comparison between the consumer´s and producer´s point of view has been addressed. Results reveal that creating individuality is an important intention for

Edition details

• Publisher: Nova Science Pub Inc
• Publication date: 2017
• Language: English
• ISBN 10: 1536123846
• ISBN 13: 9781536123845
• Binding: Hardcover
• Number of pages: 208