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- W11336659 abstract "Can an online discussion forum supply insight into evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to brand. Vocal members of online and offline Porsche communities ridiculed Cayenne SUV and disapproved of new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend fraternal Porsche wave or headlight flashing to them on road. Porsche's values of speed, luxury, and a certain masculine zeal resonated strongly with its devotees, while drivers of Cayenne (which came to be known as the SUV for soccer moms) tended to be safety-conscious, family-oriented, and conservative. Evolving debates on forums allow a class to debate whether brand had strayed too far from its core values and was at risk." @default.
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- W11336659 date "2011-02-15" @default.
- W11336659 modified "2023-09-25" @default.
- W11336659 title "Porsche: the Cayenne launch" @default.
- W11336659 hasPublicationYear "2011" @default.
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