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oai:openscholar.dut.ac.za:10321/9182025-03-07T22:45:22Zcom_10321_7col_10321_8

The effect of anti-establishment branding on teenage consumer behaviour within the action sportswear market Slattery, Leonie Kadwa, Farida Brand name products Teenage consumers Sport clothes Counterculture Teenagers--Clothing Fashion--Social aspects Submitted in fulfilment of the requirements for the Masters Degree in Technology: Fashion Design, Durban University of Technology, Durban, South Africa, 2013. 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. National Research Foundation M 2013-09-19T12:57:28Z 2013-09-19T12:57:28Z 2013-09-19 Thesis 453050 http://hdl.handle.net/10321/918 https://doi.org/10.51415/10321/918 en 151 p application/pdf