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|Title:||Brand-personal values fit and brand meanings: exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures|
|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|
|Series/Report no.:||Advances in Consumer Research|
|Conference Name:||33rd Annual Conference of the Association-for-Consumer-Research (29 Sep 2005 - 02 Oct 2005 : Crowne Plaza Hotel, San Antonio, Texas)|
|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|
|Appears in Collections:||Business School publications|
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