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Type: Conference paper
Title: Brand-personal values fit and brand meanings: exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures
Author: Quester, P.
Beverland, M.
Farrelly, F.
Citation: Proceedings of the 33rd Annual Conference of the Association-for-Consumer-Research, as published in Advances In Consumer Research, 2005 / Pechmann, C., Price, L. (ed./s), vol.33, iss.1, pp.21-27
Publisher: Association for Consumer Research
Publisher Place: United States
Issue Date: 2005
Series/Report no.: Advances in Consumer Research
ISBN: 978-0-915552-57-3
ISSN: 0098-9258
Conference Name: 33rd Annual Conference of the Association-for-Consumer-Research (29 Sep 2005 - 02 Oct 2005 : Crowne Plaza Hotel, San Antonio, Texas)
Statement of
Pascale Quester, Michael Beverland, Francis Farrelly
Abstract: We examine whether value fit-the degree to which brands reflect core motivating values attracting individuals to join subcultures- is associated with brand loyalty. We also examine how the core value driving involvement in a sub-culture influences the way consumers respond to social pressures exerted on it namely increased commercialisation and mainstreaming. We identify freedom, belongingness, excellence and connection as core values driving involvement in a sub-culture. Results are based on 19-depth interviews of consumers in the surf, snowboarding and skate subcultures.
Rights: This work is copyrighted by The Association for Consumer Research
RMID: 0020051953
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Appears in Collections:Business School publications

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