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Consumer Culture, Sub-cultures, and the Dynamics of the Contemporary Branding

In: Brands, Branding, and Consumerism

Author

Listed:
  • Hsiao-Pei Yang

    (Coventry University)

  • Rasha ElGendi

    (The Knowledge Hub Universities, Coventry University Campus)

  • Mostafa Mahmoud Kamel Saadeldin

    (The Knowledge Hub Universities, Coventry University Campus)

  • Rana Samir

    (The Knowledge Hub Universities, Coventry University Campus)

Abstract

This chapter investigates the interplay between consumer culture, sub-cultures, and contemporary branding, highlighting key areas such as consumer culture in contemporary branding and sub-cultures’ influence on branding strategies. It explores how consumer culture, a societal framework central to consumption and personal identity, shapes brand identity and loyalty. Through the lens of Consumer Culture Theory (CCT), the chapter explains how branding strategies can align with cultural values and trends, fostering deeper emotional connections with consumers. The discussion on sub-cultures—distinct groups within broader cultures—shows how brands can leverage these groups for differentiation and authenticity, as illustrated by campaigns from brands like Nike, Supreme, and Patagonia. Additionally, the chapter addresses ethical concerns, particularly regarding consumer activism and brand responses, as well as the importance of sustainable branding in marketing. Finally, the chapter emphasises the critical role of technology and innovation in reshaping consumer-brand interactions in a globalised digital landscape, linking to sections on technology innovation and branding.

Suggested Citation

  • Hsiao-Pei Yang & Rasha ElGendi & Mostafa Mahmoud Kamel Saadeldin & Rana Samir, 2025. "Consumer Culture, Sub-cultures, and the Dynamics of the Contemporary Branding," Springer Books, in: Ayantunji Gbadamosi (ed.), Brands, Branding, and Consumerism, chapter 0, pages 183-221, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-80859-3_5
    DOI: 10.1007/978-3-031-80859-3_5
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