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date: 03 August 2020

Abstract and Keywords

Based on over fifteen years of ethnographic work with Harley-Davidson and its customer base, this chapter speaks to the articulations between subcultures, consumption, and markets. It addresses methodological concerns and key substantive issues about subcultures that form and exist for the purpose of consuming communally and distinctively. Topics include the defining characteristics of consumption-oriented subcultures; their co-creation by consumers and marketers; their evolution and potential decline; suggested theoretical approaches to further study; and the continuing relevance of subculture as a construct for understanding consumption.

Keywords: subculture, ethnography, subcultural capital, bikers, co-creation, subcultural evolution

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