• Psychology
  • Published 2006

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

@inproceedings{Quester2006BrandpersonalVF,
  title={Brand-personal values fit and brand meanings: Exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures},
  author={Pascale G. Quester and Michael B. Beverland and Francis John Damien Farrelly},
  year={2006}
}
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… CONTINUE READING

Tables from this paper.

Citations

Publications citing this paper.
SHOWING 1-10 OF 18 CITATIONS

References

Publications referenced by this paper.