Here, No.17, a TIA Reserve Team member, cautions another member about the ‘proper’ Liverpool
FC spirit. This constitutes a learning process whereby experienced members, such as LFC Knights,
enforce the cultural codes of the brand on less experienced or knee-jerk members, rather than expel
them. This is comparable to the Porsche brand community in which traditional Porsche enthusiasts
expressed their desire to exclude and denigrate Porsche Cayenne owners (Avery, 2007). Thus, this
learning process is a way for older members to share club traditions with newcomers.