Cryptic marketing : strategic targeting of subculture markets

Choong, Wi Yan Kelly (2015) Cryptic marketing : strategic targeting of subculture markets. PhD thesis, Queensland University of Technology.


This research aims to understand what factors influence consumers' behaviour to subculture marketing and how companies can strategically overcome potential brand alienation. Findings validate cryptic marketing as a strategy for organizations to communicate effectively with their chosen market through the use of cryptic cues, symbols and messages while circumventing negative responses from non-target audiences. The thesis contributes to extending current understanding of marketing communication through the use of covert strategies, employing covert tactics on the non-target, wider market instead of the target, subculture market.

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507 since deposited on 30 Jan 2015
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ID Code: 79904
Item Type: QUT Thesis (PhD)
Supervisor: Drennan, Judy & Weeks, Clinton
Keywords: Marketing Communication, Cryptic Marketing, Social Identity Theory, Social Categorisation Theory, Subcultures, Gay Subculture
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Institution: Queensland University of Technology
Deposited On: 30 Jan 2015 06:03
Last Modified: 22 Jun 2017 14:47

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