Branding From The Windsurfing Perspective

In this book, we argued brand concept from the perspective of windsurfing consumers. Brand trust, brand satisfaction, brand passion and brand loyalty are mainly focused topics. In a niche sport like windsurfing, the relationships between brand passion, trust, satisfaction and loyalty play an important role in the development of marketing and brand management strategies. The emotional and psychological bonds athletes establish with brands play a key role in their becoming loyal customers. Brand management strategies emphasize the importance of emotional messages and experiences appropriate to the target audience.