Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice

Chris Lee; Jae Gu Yu; Leslie Koppenhafer; Namika Sagara

doi:10.1007/978-3-319-50008-9_181

Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice

Chris Lee, Jae Gu Yu, Leslie Koppenhafer, Namika Sagara

Marketing Department

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

2 Scopus citations

Abstract

This study reveals a new approach to lifestyle segmentation utilizing bird names. An advantage in using this new naming system is the association between the bird name and the bird’s characteristics (e.g., hummingbirds are often associated with the characteristic of quickly flying from one location to another). Using common names should enable practitioners to readily remember bases for segmentation and implement these segmentation systems successfully. Lifestyle segments are divided into four groups with similar values, attitudes, and consumption practices: attraction (Peacock), career-oriented (Eagle), timemanagement (Hummingbird), and money-management (Stork).

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Pages	658-659
Number of pages	2
DOIs	https://doi.org/10.1007/978-3-319-50008-9_181
State	Published - 2017

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Customer Relationship Management
Lifestyle Characteristic
Naming System
Purchase Decision
Structural Equation Modeling

Access to Document

10.1007/978-3-319-50008-9_181

Cite this

Lee, C., Yu, J. G., Koppenhafer, L., & Sagara, N. (2017). Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 658-659). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-50008-9_181

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author = "Chris Lee and Yu, {Jae Gu} and Leslie Koppenhafer and Namika Sagara",

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doi = "10.1007/978-3-319-50008-9_181",

language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice. / Lee, Chris; Yu, Jae Gu; Koppenhafer, Leslie et al.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2017. p. 658-659 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice

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Keywords

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