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The existing literature in marketing and consumer behavior tends to adopt a somewhat static view of membership and belonging, focusing on the status uncertainty that surrounds new group aspirants. In the literature, the portrayal of becoming a member is one of a logical step-by-step process as members move toward the top of the social hierarchy and secure status. An underlying assumption of this process is that once an individual secures membership through status, that individual is no longer uncertain about their membership or belonging. This thesis presents an alternative to this static step-by-step view and introduces the idea of the belonging paradox. A belonging paradox is a recursive cycle of an unsolvable duality of simultaneous inclusion and exclusion that can result from idiosyncratic factors such as gender, race, disability or self-doubt. This thesis also develops a new conceptual framework or perspective on the concept of belonging by integrating Uncertainty-Identity Theory, Self-Verification Theory and Symbolic Self-Completion Theory into a more dynamic and fluid understanding about the nature of belonging. Through the introduction of the belonging paradox and the new conceptual framework of belonging, a more comprehensive understanding of belonging emerges. Specifically, the belonging paradox suggests that beyond the initial stages of striving for group membership, uncertainty of belonging can continue to be a pervasive, continuous struggle even for committed hardcore group members. Through an analysis of the skateboarding subculture, this thesis illustrates how members continuously construct and shape their own belonging experience within groups. It also demonstrates the different ways members use consumption to try to cope with the duality and constant tension of the belonging paradox as well as explores the link between uncertainty and the ability to play with identities. This leads to a number of theoretical and managerial contributions. / Thesis (Ph.D, Management) -- Queen's University, 2011-11-27 17:42:26.54

La presente investigación tiene como objetivo general determinar cuál es la influencia de la subcultura urbana de los skaters en la moda streetwear producida por la marca Perro Loco durante el periodo 2013-2019 en Lima. La problemática surgió al percibir que, la moda streetwear ha ganado notoriedad en el mercado internacional y en el mercado de lujo, así como también, la ciudad de Lima no es ajena a dicho fenómeno pues se ha registrado la presencia de esta moda, pero en menor escala. Al comenzar la investigación bibliográfica, se descubrió que el streetwear se originó al fusionar subculturas juveniles, entre ellas destaca la subcultura urbana de los skaters. A su vez, se ha observado que la identidad y forma de vestir de esta subcultura se ve reflejada en la indumentaria streetwear y viceversa. Por ello, la investigación bibliográfica buscará examinar y comprender las características de ambas variables, para luego complementar dicha información con la investigación cualitativa a través del estudio de caso de una marca representativa de esta moda que pueda explicar dicho fenómeno en el contexto peruano. / The present research has as general objective to determine what is the influence of the urban subculture of skaters in the streetwear fashion produced by the brand Perro Loco during the period 2013-2019 in Lima. The problem arose when perceiving that streetwear fashion has gained notoriety in the international market and in the luxury market, as well as, the city of Lima is not unaware of this phenomenon because the presence of this fashion has been recorded, but on a smaller scale. At the beginning of the literature research, it was discovered that streetwear originated by merging juvenile subcultures, among them the urban subculture of skaters. In turn, it has been observed that the identity and manner of dress of this subculture is reflected in the clothing streetwear and vice versa. Therefore, the bibliographic research will seek to examine and understand the characteristics of both variables, and then complement said information with qualitative research through the case study of a brand that can explain said phenomenon in the Peruvian context. / Trabajo de investigación

As an intervention strategy set amid a stark and neglected, yet highly energized urban setting of Philadelphia, Pennsylvania, this project seeks to relieve a stagnating urban condition through the introduction of contemporary and dynamic forms of expression. Skateboarding and street art can be seen as interpretative modes of action that reinvent objects, spaces, and conditions within the urban landscape, lending creative and engaging gestures to the everyday. As (sub) cultural expressions in their own right, these practices transcend their mere formal representations, and present unique identities, spaces, and modes of engagement within a society, initiating a creative mindset and DIY ethos among its respective practitioners. By putting these forms into action through programmatic functions of exhibition, practice, cultivation and production, this project aspires to channel the transformative qualities of these art forms into a design intervention that will animate a neglected urban space with new activities and opportunities as well as serving as a much needed public space of art, leisure, and excitement.