Davies, C. (2016). Smells like teen spirit: Channelling subcultural traditions in contemporary Dr Martens branding. Journal of Consumer Culture, 16(1), 192–208.

Example of cultrual leveraging for brands

Hakala, H., Niemi, L., & Kohtamäki, M. (2017). Online brand community practices and the construction of brand legitimacy. Marketing Theory, 17(4), 537–558.

How to become a cultrual insider online

Lane, J. (2018). Rethinking the brand–community relationship: Wearing a biggie in Harlem. Journal of Consumer Culture.

Critical rethink of brand commiunity from co-creation stand point

Mamali, E., Nuttall, P., & Shankar, A. (2018). Formalizing consumer tribes: Towards a theorization of consumer-constructed organizations. Marketing Theory, 18(4), 521–542.

Exploration of tribal consumption

Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30–51.

Full exposition of practices for enhancing communal value