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in which tribes lack long-term commitment to the group, and do not locate their socialization around a single brand. The notion of consumer tribe refers to a multiplicity of commercial and non-commercial social groupings, characterized as impermanent, fluid, and ephemeral.
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that refers to ephemeral groups that enable connections among consumers sharing passions or interests. A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.
66:" published in 1988. The neo-tribalism theory posits that people evolved to live in a tribe-like society and thus form social networks that resemble those of a tribe. As O'Riley discussed in a
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Much in this area is still under-theorised. Academics have explored and discussed the degree of connectedness between consumers and brands and the implications for
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Kozinets, Robert V. & Jay M. Handelman (2004) “Adversaries of
Consumption: Consumer Movements, Activism, Ideology,”
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151:"Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes"
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190:"Tribal marketing: The tribalisation of society and its impact on the conduct of marketing"
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276:"Neo-tribalism, epistemic cultures, and the emotions of scientific knowledge construction"
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The concept of brand tribes or consumer tribes in marketing refers to the development of
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The concept of brand tribes or consumer brands originates in the sociological theory on
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Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (January 1, 2020).
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values such as rituality and group locality. A brand tribe differs from a
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article, Maffesoli's notion of neo-tribalism has been incorporated into
109:"Learning to be tribal: facilitating the formation of consumer tribes"
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Goulding, Christina; Shankar, Avi; Canniford, Robin (2013-01-01).
315:"Maffesoli and consumer tribes: developing the theoretical links"
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to describe ephemeral and self-elective groups of consumers
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229:"How to manage consumer tribes"
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194:European Journal of Marketing
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280:Emotion, Space and Society
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40:through the emergence of
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63:The Time of the Tribes
377:Branding terminology
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