Consumption has become an activity laden in symbolic meaning in contemporary consumer culture (Belk 1988, 2010). Working with the symbolic meanings associated with consumption (McCracken 1986),
contemporary consumers use consumption as a means of creating and maintaining a sense of identity (Wattanasuwan 2005). Investigations of consumption communities, ranging from Apple enthusiasts
(Belk and Tumbat 2005) to Harley Davidson owners (Schouten and McAlexander 1995), have demonstrated that consumption is often a key driver in the creation and maintenance of social links in
consumer culture. In this regard, investigations of consumption communities can yield significant insights into the way that people consume.
Researching a consumption community – CHANEL, an luxury brand, from within the broad domain of recreational pursuits
❖ What role does consumption play in the creation of this consumption community?
❖ How do community members use consumption to create their identities?
❖ What symbolic meanings are associated with this consumption community?
❖ How would you define the consumption community in relation to the literature (subculture of consumption, brand community, neo-tribe, brand cult etc.)?