A specific marketing essay for a brand community or subculture
Although the popularity of athletic shoes or 'sneakers' is widely reviewed in the academic literature, few studies to date have examined the influence of a specific sneaker subculture called 'Sneakerheads'. Furthermore, the brand preferences and brand identities that may exist within the Sneakerhead subculture are not original. A subculture is a group that often has beliefs or interests that vary from those of the larger culture, usually involving recognizable fashion and music tastes. Many subcultures also despise and reject the mainstream and the commercialization of the majority. Subcultures can strengthen and intensify because of need. Purpose - The purpose is to explore the concepts of subculture, subculture of consumption and brand community with a view to better understanding these three groups and their distinct differences. Design Methodological Approach - The method is based on literature review and a case study of sports subculture. Using subcultures based on these online identities, they have a direct or indirect effect on fashion, subculture, intercommunity individuals within the subculture community, and intracommunity individuals. In marketing theory, the idea of tribes entails a change of focus from the individual to the microsocial level as the unit of analysis Cova, 1997. Simply put: “the link is more important than the thing” Cova, 1997, p.314 . Neil Davey, editor of the social media platform mycustomer.com, sees the internet as a trigger that has “tribal behavior”. Weiss leveraged the power of online tribes and targeted a niche group of consumers. She identified an audience, their interests and their communication platform, all before appealing to the ideas and values that bind them with valuable content. This allowed her to position her brand as a leader of various tribes. Three community signatures. According to Muniz and O'Guinn, brand communities exhibit three characteristics: 1 a shared consciousness, 2 rituals and traditions, a sense of morality, consumption subcultures. Recognizable hierarchy. Set of shared beliefs and values. Unique jargon and rituals. 7-6. Types of groups. YouTube Spotlight. Sneakerheads - The culture of shoe collectors. viewer discretion due to language content. 6. Brand communities can add value to product ownership and build intense loyalty. Subcultures give people a special place where they can fit in. For example, America's hippie subculture gave people who questioned issues such as war and traditional social rules a place to belong. Demonstrating Creativity: Subcultures are often full of creative energy. More years of research have made community an essential conceptual touchstone for both marketing and consumer researchers Arnould amp Thompson, Gainer amp Fischer, From early theories of consumption subcultures, through brand communities, consumer tribes, and more, This research aims to study the impact of ethical marketing practices on the sustainability of value-added products and the sustainability of customer-brand relationships. It further explores the resulting surf companies were initially founded and run by surfers, whose passion for the sport, connections to the subculture, and propensity for risk-taking were atypical of the corporate manager class. The result was a collection of brands that reached a certain market size and held subcultural credibility in tension with expanding geographic and geographic boundaries. and collapse. When theorizing subcultural enterprises, let us consider stable, rational, or homogeneous ones.