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Purpose – The chapter outlines mixed methods as a recursive and co-operative approach to research. In doing so, it challenges the dominant conception of ‘real’ mixed methods research as requiring the use of methods from both qualitative and quantitative frameworks by outlining not only logistic and pragmatic issues requiring the attention of researchers but also the underlying philosophical tensions inherent in mixed method designs.

Design/methodology/approach – The process of designing a mixed methods project that investigated the sociological and phenomenological impact of running shoes is outlined with reference to the various pragmatic and epistemological considerations of the project.

Findings – Many researchers require mixed methods to draw on both quantitative and qualitative techniques. However, this chapter demonstrates that such an understanding of mixed methods marginalises critical and interpretivist techniques. It is argued that studies of sport and physical culture have frequently used more than one research method. However, in order for these to be considered mixed methods studies, an explicit attempt is required to connect each technique of data collection and analysis, regardless of the research paradigm in which they operate.

Research limitations/implications – The limitations of mixed methods designs are discussed in relation to pragmatic and logistic concerns as well as the difficulty of connecting methods that present different underlying philosophical assumptions.

Originality/value – This chapter demonstrates the design of a mixed methods project from the initial process of identifying a research problem through to data collection, analysis and publication.

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

The purpose of this paper is to provide footwear designers, manikin builders and thermo‐physiological modellers with sweat distribution information for the human foot.

Independent research from two laboratories, using different techniques, is brought together to describe sweat production of the foot. In total, 32 individuals were studied. One laboratory used running at two intensities in males and females, and measured sweat with absorbents placed inside the shoe. The other used ventilated sweat capsules on a passive, nude foot, with sweating evaluated during passive heating and incremental exercise to fatigue.

Results from both laboratories are in agreement. Males secreted more than twice the volume of sweat produced by the females (p<0.01) at the same relative work rate. Both genders demonstrated a non‐uniform sweat distribution, though this was less variable in females. Highest local sweat rates were observed from the medial ankles (p<0.01). The dorsal foot sweated substantially more than the plantar (sole) areas (p<0.01). Sweating on the plantar side of the foot was uniform. Wearing shoes limited the increase in sweat production with increasing load, while the sweat rate of uncovered feet kept increasing with work and thermal load.

The observed variation in sweat rate across the foot shows that footwear design should follow the body mapping principle. Fabrics and materials with different properties can be used to improve comfort if applied to different foot surfaces. The data also demonstrate that foot models, whether physical (manikins) or mathematical, need to incorporate the observed variation across the foot to provide realistic simulation/testing of footwear.

Mobile e-commerce has brought convenience to consumers. But for goods such as shoes, mobile e-commerce has failed to provide the same experience as consumers would have in physical stores, and that also causes problems for online merchants, such as high return rates. As a result, the augmented reality (AR) virtual shoe-try-on function appeared. The way that AR virtual shoe-try-on study different from other AR virtual try-on studies is that AR virtual shoe-try-on study only satisfies consumers' visual experience and consumers cannot judge whether the shoes are comfort or not. Whether consumers would accept AR virtual try-on function to help them make purchase decision due to the visual experience provided by AR virtual try-on function is worth discussion. Measuring users' perceptions and preferences can help companies design AR shoe-trying functions and provide services more cost-effectively.

To promote the continuous use and better development of such mobile e-commerce based on the technology acceptance model (TAM), this study explored the influencing factors for users' intentions to continue using the AR virtual shoe-try-on function, including the perceived usefulness, perceived ease of use, system quality, perceived playfulness and attitude.

The results of this study showed that TAM is a powerful theoretical tool of the new technology in mobile e-commerce and that the system quality and perceived playfulness also have a positive impact on the original variables of TAM. System quality and perceived playfulness are important predictors of users' continuance intentions to use the AR virtual shoe-try-on function.

The main contribution of this study to model iteration and theoretical update is to verify the applicability of the TAM in the AR shoe-try-on function and to expand TAM model with system quality and perceived playfulness. The authors' results will help shoe enterprises win users' recognition through AR shoe-try-on function and improve users' continuance intention of use.

The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA.

A total of 50 female participants aged 41‐65 were asked to view two print advertisements: one showing activewear apparel worn by a cognitive‐age model and the other by a chronological‐age model. Participants then responded to a four‐part questionnaire that included a measurement of cognitive age, physical activity, response to the advertisements, and purchase intent.

The responses indicated that the participants view themselves as younger than their chronological age and were more inclined to respond favorably toward the advertisement using the cognitive age model.

Although this study focuses on only one consumer group – US baby boomers – it reveals their current attitudes toward advertisements of activewear apparel as well as their motivations for purchasing activewear apparel. More research on this age demographic and the impact of cognitive age vs. chronological age on their perceptions of advertising is needed.

Currently one of the largest age demographics in the USA, baby boomers are known for having higher amounts of disposable income as compared to other age cohorts and for their interest in physical fitness and leading active lifestyles. The results of this study point to the need to understand the age‐related perceptions of this consumer group in order to successfully market activewear apparel products directly to them.

This chapter relies on descriptive case studies from various regions around the world to better explain critical elements for the effective marketing of destinations. The authors put forward a theoretical framework, entitled the destination marketing triangle (DMT), that sheds light on the complex relationships and on the interconnectedness of three dimensions of destination marketing. Their model suggests that destination leaders ought to work closely with tourism service providers and to continuously engage with tourists through traditional and digital media. This way, they can improve the experiences of their visitors and prospects. At the same time, they could build a solid brand identity for their destination.

To recapture lost market share, tobacco giant R. J. Reynolds (RJR) developed Uptown, the first cigarette brand created and targeted specifically at a minority group—in this case, African-Americans. RJR planned to launch a six-month test market in Philadelphia in February 1990, which coincided with national Black History Month. The launch generated grassroots opposition from the black community in Philadelphia, which became intent on ensuring there was “No Uptown in our town or any town.”

After analyzing the case, students should be able to:

• Identify some of the complex issues surrounding targeting specific populations

• Recognize the importance of understanding cultural context

• Recognize the limits of profit-based decision-making

Identify some of the complex issues surrounding targeting specific populations

Recognize the importance of understanding cultural context

Recognize the limits of profit-based decision-making

Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice.

This paper develops a typology of “new age” practices in customer service that seem to serve to annoy, alienate and even potentially harm consumers. Consumer-coping mechanisms for dealing with such practices are then discussed, arguing that the practices themselves are not in the best long-term interests of the firm. This paper concludes with suggestions for how firms can avoid a “Janus face” situation and better serve today’s educated consumers.

Too many of today’s ostensibly “marketing”-oriented companies are more concerned with selling and much less concerned with retention or real relationships. Unfortunately, even if companies are doing many things correctly, this does not sound like behavior that should exist in the so-called “marketing era” in the 21st century.

The negative implication of extolling service excellence while delivering the opposite to customers is undesirable. Research that addresses the service challenges that firms face in this fast-changing marketing environment is crucial to advancing academic knowledge.

As marketing moves into 2020 and beyond, it is critical to correct these service issues and problems. Companies cannot really afford to drive away customers in the dynamic age of relationship marketing fueled by rapidly advancing technological change.

This paper presents a typology of “new age” customer service problems.