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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands

Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver

Read More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

To Touch or Not to Touch?: How Touch Influences Decision Confidence

Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, 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.