Mass Customisation in Sports: An Insight into the Sneaker Market

Verónica Baena
Universidad Europea de Madrid, Madrid, Spain) and Katharina Winkelhues (SportsTotal Cologne, Germany

Series: Marketing and Operations Management Research
BISAC: BUS043060




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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 consumers to purchase customised sneakers. This is also positively associated with a higher willingness to pay. Regarding consumer confusion, the present work clearly points out that consumers prefer transparent and clean interactions. From a brand loyalty standpoint, this study confirms that the effect on the brand loyalty from mass customisation does not depend on the existing brand loyalty.
Beyond this research contribution, an interesting view concerning the practical application of these findings is also offered. Specifically, what needs to be done to improve the attractiveness of mass-customised sneakers? How can manufacturers increase the willingness to pay? What is crucial in strengthening brand loyalty through mass customisation? (Imprint: Nova)


List of Figures

List of Tables

Chapter 1. Introduction

Chapter 2. Concepts and Functions of Mass Customisation

Chapter 3. The Sneaker Market

Chapter 4. Literature Review and Hypotheses Developement

Chapter 5. Methods

Chapter 6. Results

Chapter 7. Discussion and Conclusions



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