Approval and Accomplice: Towards a Better Understanding of Brands in Subcultures

This paper examines the role of Sprite within the drug subculture centered around “lean” consumption. A content analysis of online forums reveals that the brand is used as an accessory, for social approval within the subculture, and to cover up subversive subcultural elements that are not as socially appealing.


Johnny Graham and Susan Mudambi (2019) ,"Approval and Accomplice: Towards a Better Understanding of Brands in Subcultures", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 595-596.


Johnny Graham, Howard University, USA
Susan Mudambi, Temple University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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