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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.

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.

The purpose of this paper is to examine how practices influence service systems.

Data across three service contexts (crafts, healthcare and fitness) were collected through depth interviews and netnographic analysis, and analyzed with a two-study multi-method approach focusing first on the micro- (individual) level and then on the macro- (network) level of service systems. Study 1 focused on a micro-level analysis using qualitative techniques (Spiggle, 1994). Study 2 focused on a macro-level analysis using partial least squares regression.

The results illustrate how practices can change service systems. This occurs when a nuanced practice (i.e. a practice style) orders and roots a service system in a specific form of value creation. The findings reveal four practice styles: individual-extant, social-extant, individual-modified and social-modified practice styles. These practice styles shift in response to event triggers and change service systems. These event triggers are: service beneficiary enhancement, service beneficiary failure, service provider failure and social change. Thus, the findings show that practices – when shifting in response to event triggers – change service systems. This transpires in the understudied meta-layer of a service system.

The study identifies four practice styles that can serve as the basis for segmentation and service design.

Service systems are dynamic and ever changing. This study explores how service systems change by proposing a practice approach to service systems.

Globalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and medium‐sized organisations in the retail sector. Terms such as “localisation” have been coined by researchers but the concept is yet to receive a valid interpretation as a marketing strategy from the perspective of the small retailer. This paper seeks first, to understand how “localisation” impacts on the business practices and marketing strategy of small retailers in Spain and Scotland. Second, the results should help lessen the gap between the concepts of globalisation and the localisation.

This explorative, comparative qualitative paper explores business practices and marketing strategies by small retail business owners in Seville (Spain) and Perth (UK) and the role of localisation, using three key themes – place, people and promotion.

This paper suggests that place attractiveness, word‐of‐mouth customer‐to‐customer marketing, customer service beyond simple product advice, community embeddedness and informal but meaningful interpersonal relations between shop owner and customers are some of the key pillars of the “localisation” strategic marketing approach pursued by small retailers in Perth and Seville. This indicates a counterbalance to globalisation.

The pursuit of a deliberate localisation approach by small retailers may be key to their sustainable competitiveness in the knowledge that these elements would not be easily replicated by larger or global retailers.

The outsole of a running shoe must provide enough traction for the athlete to avoid slipping during running. What is unknown is whether there is any point to designing running shoe outsoles with traction above this minimum required traction. The purpose of this study was to investigate whether performance could be enhanced by increasing the outsole traction of a running shoe. A commercially available running shoe (Control) was compared against the same shoe model with the outsole modified with a higher traction rubber (High Traction). The available traction of each shoe was measured with a traction testing system. Twenty male athletes completed a maximal effort timed running course in both shoes on two different surfaces. When wearing the Control running shoe, the athletes were able to complete the course on an asphalt road surface at maximal effort without slipping. When completing the same course wearing the High Traction shoe, the subjects were able to perform the course even faster. Therefore, the results show that the role of running shoe outsole traction is not to merely provide adequate traction to avoid large scale slips, but can also help athletes enhance performance of high-traction tasks such as accelerations and changes in direction.

The purpose of this paper is to find out how consumers constantly trade off the potential extra cost of mass customisation with the additional time they have to wait to receive their customised products.

The authors examine this issue by using conjoint analysis to estimate the trade-offs using a sample of Australian consumers. The authors use cluster analysis to form market segments in the three product categories examined.

The segments demonstrate that there are groups of customers who are quite willing to trade-off price with waiting time. The results have significant implications for Australian manufacturers who are contemplating moving into mass customisation.

Many researchers have investigated the issue of a customer’s readiness to buy a customised product. In particular, they have examined whether customers are willing to pay extra for a mass-customised product, whether they would spend some time to design it, as well as wait to receive it. There has been no study that has examined all three factors simultaneously. The results of this study can help manufacturers form a better understanding of customer willingness for purchasing mass-customised products.