Findings Our analysis explored qualitative data, such as values, symbols, and reported behavior, that could be associated with consumers needs to express their self-identity and social affiliation. We established how these aspects would shape consumption and we categorized them according to the dimensions detailed above. The resultant analysis is summarized and presented in table It is recognized that these categories attempt to simplify phenomena that are far more complex, interdependent, and difficult to separate. For example, the concept of brand community includes notions of identification with a brand, sense of belonging to that community, and extension to self through values. It is therefore essential to illustrate how these variables integrate and work together. The following sections systematically explicate the comparative analysis in narrative form.
