Renewing Subcultural Ideology: Reclaiming Surf’S Soul

We examine how Australian surfers ensure the endurance of the core ideology of their subculture in the face of mainstreaming. Managing dialectical conflict between opposing ideologies is central to subcultural endurance and renewal. Voice is critical to ideological endurance because consumers’ emotional bonds remain only if they can keep a narrative going.



Citation:

Michael B. Beverland and Francis J. Farrelly (2011) ,"Renewing Subcultural Ideology: Reclaiming Surf’S Soul", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 273-274.

Authors

Michael B. Beverland, University of Bath, UK
Francis J. Farrelly, RMIT University, Australia



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

Read More

Featured

The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.