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

Pascale Quester, Michael Beverland, Francis Farrelly

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

29 Citations (Scopus)


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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsConnie Pechmann, Linda Price
Place of PublicationDuluth MN USA
PublisherAssociation for Consumer Research
Number of pages8
Publication statusPublished - 2006
EventAssociation of Consumer Research annual conference 2005 - Crowne Plaza Hotel, San Antonio, United States of America
Duration: 29 Sept 20052 Oct 2005

Publication series

NameAdvances in Consumer Research
PublisherAssociation for Consumer Research
ISSN (Print)0098-9258


ConferenceAssociation of Consumer Research annual conference 2005
Abbreviated titleACR 2005
Country/TerritoryUnited States of America
CitySan Antonio

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