Brand-Personal Values Fit and Brand Meanings: Exploring the Role Individual Values Play in Ongoing Brand Loyalty in Extreme Sports Subcultures

Michael Beverland, The University of Melbourne
Francis Farrelly, Monash University
Pascale Quester, The University of Adelaide

Brand-personal values fit and brand meanings:

Exploring how individual values influence brand loyalty

in extreme sports subcultures

 

Pascale Quester

University of Adelaide

 

Michael Beverland

University of Melbourne

 

Francis Farrelly

Monash University

 

 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.

[ to cite ]:
Michael Beverland, Francis Farrelly, and Pascale Quester (2006) ,"Brand-Personal Values Fit and Brand Meanings: Exploring the Role Individual Values Play in Ongoing Brand Loyalty in Extreme Sports Subcultures", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 21-28.