Product Relationships, Brand Meanings, and Symbolism For Mainstream Brands: the Case of the Sports Bike Community

Previous research on brand relationships has emphasized intense relationships between consumers and celebrated or even worshipped brands, for example in the form of brand communities or brand-related subcultures of consumption. This research focuses on the relationships consumers build with mainstream brands. Netnography was used to explore product relationships, brand meanings, and symbolism of the sport bike rider subculture. The results suggest high levels of personification and product involvement, but low levels of brand commitment and loyalty. The findings are embedded into a framework for theory building, and implications for marketing practice are discussed.



Citation:

Reto Felix (2008) ,"Product Relationships, Brand Meanings, and Symbolism For Mainstream Brands: the Case of the Sports Bike Community", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 10--15.

Authors

Reto Felix, Universidad de Monterrey, Mexico



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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