Brand-personal values fit and brand meanings: exploring the role individual values play in ongoing brand loyalty in extreme sports subcultures

Abstract

We examine whether value fit-the degree to which brands reflect core motivating values attracting individuals to join subcultures- is associated with brand loyalty. We also examine how the core value driving involvement in a sub-culture influences the way consumers respond to social pressures exerted on it namely increased commercialisation and mainstreaming. We identify freedom, belongingness, excellence and connection as core values driving involvement in a sub-culture. Results are based on 19-depth interviews of consumers in the surf, snowboarding and skate subcultures.