Burgh-Woodman, H. de, & Brace-Govan, J. (2007). We do not live to buy: Why subcultures are different from brand communities and the meaning for marketing discourse (Summary)

This conceptual paper describes a literature review and case study that the authors utilized to inform a discussion on the differences between surfing communities and consumption driven subcultures. The article begins with a section on the subculture discourse. Subcultures are assumed to be separate from, or beneath mainstream culture. The authors make the argument that … Continue reading Burgh-Woodman, H. de, & Brace-Govan, J. (2007). We do not live to buy: Why subcultures are different from brand communities and the meaning for marketing discourse (Summary)