@inproceedings{9b8a9fd31dd044489d1f3f496afa0bac,
title = "Brand-personal values fit and brand meanings: exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures",
abstract = "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{\textquoteright} 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.",
author = "Pascale Quester and Michael Beverland and Francis Farrelly",
year = "2006",
language = "English",
volume = "33",
series = "Advances in Consumer Research",
publisher = "Association for Consumer Research",
pages = "21--28",
editor = "Connie Pechmann and Linda Price",
booktitle = "Advances in Consumer Research",
note = "Association of Consumer Research annual conference 2005, ACR 2005 ; Conference date: 29-09-2005 Through 02-10-2005",
}