How do subcultures of consumption differ from brand communities?

A) They feature many different groups
B) Collective identity is not defined by the brand
C) They are less interested in brands
D) Their members are less loyal to brands

Subcultures of Consumption

are groups of individuals who exhibit shared commitments, behaviors, or preferences around specific brands or consumption activities, differentiating them from the broader culture.

Collective Identity

The shared identity of a group, which can bind members together and distinguish them from others.