Reaching subculture markets: The cryptic marketing approach

Volume: 27, Issue: 2, Pages: 160 - 175
Published: Feb 17, 2021
Abstract
The growing importance of subcultures in society has changed the way organisations communicate with consumers. Differences in values and norms suggest brands must strategically communicate with these audiences to engage and build trust. However, if the targeted subculture market is stigmatised, the risk of alienating other sections of society is a serious concern for marketers. This paper, therefore, conceptually examines how marketers can reach...
Paper Details
Title
Reaching subculture markets: The cryptic marketing approach
Published Date
Feb 17, 2021
Volume
27
Issue
2
Pages
160 - 175
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