Collecting like the collective A qualitative research into the sneaker community using the social identity theory
Collecting like the collective is a qualitative research approach within the context of the sneaker community. Traditional collecting literature argues that someone’s collection serves as tangible evidence of the uniqueness of the collector. However, when looking at the context of the sneaker community, it appears that a lot of sneaker enthusiasts are wearing and collecting the same sneakers. This research gap resulted in the formulation of the following research question: “Why do people who want to be unique buy the same things?”. To answer the research question, the social identity theory was adopted as enabling lens. The findings of the study show that sneakerheads develop their identity through their group membership in the sneaker community and that this has a large impact on their collecting behavior. Additionally, the findings show that sneakerheads are very susceptible to the hype in the sneaker community. Through these findings, the research builds on contemporary collecting knowledge, as well as provides new insights into consumer culture theory (CCT). The findings of the research resulted in managerial implications concerning the product innovation process and marketing campaign recommendations to improve purchase intentions among consumers and increase the price consumers are willing to pay for a product.
Faculteit der Managementwetenschappen