College - Author 1
College of Liberal Arts
Department - Author 1
Journalism Department
Degree Name - Author 1
BS in Journalism
Date
5-2025
Primary Advisor
Tony Prado, College of Liberal Arts, Journalism Department
Abstract/Summary
This study investigates whether the ownership form of a surf brand, i.e., public or private, affects consumer authenticity and brand favorability impressions when partnered with surf athletes. Following Aaker's Brand Equity Model and relevant literature on influencer marketing and subcultural branding, the study employs a mixed-methods approach with a structured questionnaire survey (n = 526) alongside qualitative analysis of open-ended responses. Quantitative results indicate minimal variation in mean brand favorability for public compared to private brands, while privately owned brands had more consistent perceptions of authenticity across combinations of athlete partnerships. Qualitative outcomes support the assumption that privately owned brands were perceived as part of community activities, culturally aligned, and not mass commercialized. Public brands may, however, be perceived as a larger part of surfing culture but less connected to core surf values. These results suggest that authenticity and alignment with surf culture remain central drivers for sponsorship success, with private ownership at least theoretically offering advantages in terms of subcultural credibility.
URL: https://digitalcommons.calpoly.edu/joursp/184