We examine whether value fit - the degree to which brands reflect core values attracting individuals to subcultures- is associated with brand loyalty. We also examine how these core values influence consumers’ response to external social pressures exerted on their subculture. We identify freedom, belongingness, excellence and connection as core values driving involvement in a subculture, based on 19-depth interviews of consumers in the surf, snowboarding and skate sub-cultures.
|Name||Advances in Consumer Research|
|Publisher||Association for Consumer Research|
|Conference||Association of Consumer Research annual conference 2005|
|Abbreviated title||ACR North American Conference 2005|
|Country/Territory||United States of America|
|Period||29/09/05 → 2/10/05|