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Title: The effect of anti-establishment branding on teenage consumer behaviour within the action sportswear market
Authors: Slattery, Leonie
Issue Date: 19-Sep-2013
Abstract: This study aims to investigate the effect anti-establishment branding has on
teenage consumer behaviour within the action sports market, as well as the
various factors which influence teenagers when purchasing clothing. The study
challenges the notion that teenage consumers respond to, and are influenced by
the unconventional marketing campaigns of action sports brands.
The results of this study indicate that the action sports market initially captivated
the attention of the youth by offering teenagers a sense of acceptance through
rebellion. Unfortunately, as the movement grew in popularity the exclusivity of
the movement decreased and the clothing associated with it became viewed as
too ‘mainstream’ by the wearers. Although the anti-establishment movement is
striving for individuality and shies away from conformity, the study found that
there appears to be a misconception in the notion that all ‘brands’ are susceptible
to ‘trends’ which are driven by ‘designers’. Therefore, there can never be a pure
‘anti-establishment brand’ as the concept of a brand rejects the purpose of anti-
establishment rebellion.
Description: Submitted in fulfilment of the requirements for the Masters Degree in Technology: Fashion Design, Durban University of Technology, 2013.
Appears in Collections:Theses and dissertations (Arts and Design)

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