Brand-personal values fit and brand meanings: Exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures

Quester, P, Beverland, M and Farrelly, F 2006, 'Brand-personal values fit and brand meanings: Exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures', Advances in Consumer Research, vol. 33, pp. 21-27.


Document type: Journal Article
Collection: Journal Articles

Title Brand-personal values fit and brand meanings: Exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures
Author(s) Quester, P
Beverland, M
Farrelly, F
Year 2006
Journal name Advances in Consumer Research
Volume number 33
Start page 21
End page 27
Total pages 7
Publisher Association for Consumer Research
Abstract We examine whether value fit-the degree to which brands reflect core motivating values attracting individuals to join subcultures-is associated with the 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 sub-cultures.
Subject Marketing Measurement
Copyright notice Advances in Consumer Research 2006
ISSN 0098-9258
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Citation counts: TR Web of Science Citation Count  Cited 23 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 18 times in Scopus Article | Citations
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