Overarching cultural norms have an impact on how consumers perceive and use product brands, and having a good understanding of various subcultures or microcultures enables marketers to conduct more effective targeting. Vans is a company that focuses on building longterm relationships with consumers through strategic advertising and marketing activities. Vans knows the consumer behavior and culture of their target market well and uses this knowledge to tailor their campaign activities. After reading Chapters 9 and 10 from Babin & Harris, watch the Vans video and respond to the following:
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