subculture subcultures of consumption a subculture of consumption is a distinctive subgroup of...
Post on 19-Dec-2015
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TRANSCRIPT
a subculture of consumption is a distinctive subgroup of society that self-selects based on a shared commitment to a particular product class, brand, or consumption activity
Subculture: Identifiable Social Structure
Entry Barriers and Exclusivity Status based on Commitment and
Authenticity Opinion Leadership
Cultivating commitment
socialization of new bikers
role of events and publications
social and financial exit barriers (relationships, side-bets, etc.)
Protecting and cultivating brand equity
licensing brand extension appropriate
symbols and communications
maintaining key relationships
Long Term Issues
How do I become a member? The only way to be a C.O.B.B. member is if youride a motorcycle, have been down at least once, no matter how minor orserious the injury and get a C.O.B.B. shirt. If you haven't been down yet,COBB bless ya! Your status of Gonnabe C.O.B.B. is almost like that of aprospect. Until the unfortunate time comes when you finally fall, (don't rush,we'll be here), you will be known as a COBBanna boy. http://www.cobbsociety.com/
Maybe not a subculture? The so what factor… The modern American, then, was tied, if only
by the thinnest of threads and by the most volatile, switchable loyalties, to thousands of other Americans in nearly everything he ate or drank or drove or read or used. Old-fashioned political and religious communities now became only two among many new, once unimagined fellowships. Americans were increasingly held to others not by a few iron bonds, but by countless gossamer webs knitting together the trivia of their lives (Boorstin, 1974, p. 148).