How do subcultures of consumption differ from brand communities?

Question

Quizplus · Accepted Answer

Subcultures of consumption are groups of people with shared commitments to a particular brand, product, or consumption activity, but what distinguishes them from brand communities is that their collective identity is not defined by any single brand. Instead, their identity might be centered around a broader activity or lifestyle that encompasses multiple brands or no specific brands at all.

How Do Subcultures of Consumption Differ from Brand Communities