An insight into the brand-conscious Saudi generation of ‘drifters’

Wilson, Jonathan A.J. and AlMakrami, Ali H. (2010) An insight into the brand-conscious Saudi generation of ‘drifters’. In: 1st International Conference on Islamic Marketing and Branding: Exploring Issues and Challenges, 29-30 Nov 2010, University of Malaya, Kuala Lumpur, Malaysia. (Unpublished)

Preview

PDF - Presentation Download (3484kB) | Preview

Abstract

The underground pastime of drifting, (which takes its name from the intentional skidding and spinning of cars down freeways and in car parks), has achieved cult-status amongst Saudi youth. So much so, that a whole sub-culture has germinated from a petri dish nourished by: creativity, collective individualism, rebellion, and surrogate cultural hybridization. Its effects can be observed in musical tastes, fashion, slang, brand choices and most notably through user generated content and message forums. The following paper offers an insight into the mindset of those involved in these activities, arguing that they represent a distinct homogenous consumer segment. Secondly, that they seek a type of achievement motivation which encourages participation and brand consumption – as part of a quest for authenticity and global acceptance. Authenticity is a complicated construct, which also includes battling Socio-Religious stereotypes, held by others. Data was collected using three types of participation observation method and in-depth interviews.

Actions (login required)