Description
Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.)
The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.
Table of Contents
Part 1 Conceptual foundations; Chapter 1 Tribes, Inc.: The New World of Tribalism, Bernard Cova, Robert V. Kozinets, Avi Shankar; Chapter 2 Tribal Aesthetic, Michel Maffesoli; Chapter 3 Marketing the Savage: Appropriating Tribal Tropes, Robin Canniford, Avi Shankar; Part 2 Tribes as activators; Chapter 4 The Consumption of Cultural Heritage among a British Royal Family Brand Tribe, Cele C. Otnes, Pauline Maclaran; Chapter 5 The Evolution of a Subculture of Consumption, John W. Schouten, Diane M. Martin, James H. McAlexander; Chapter 6 Metro/Fashion/Tribes of Men: Negotiating the Boundaries of Men’s Legitimate Consumption, Diego Rinallo; Chapter 7 The Linking Value of Subcultural Capital: Constructing the Stockholm Brat Enclave, Jacob Ostberg; Part 3 Tribes as Double Agents; Chapter 8 Sociality in Motion: Exploring Logics of Tribal Consumption among Cruisers, Douglas Brownlie, Paul Hewer, Steven Treanor; Chapter 9 Hunting for Cool Tribes, Clive Nancarrow, Pamela Nancarrow; Chapter 10 Temperance and Religiosity in a Non-Marginal, Non-Stigmatized Brand Community, Hope Jensen Schau, M. Muñiz Jr Albert; Chapter 11 Imprinting, Incubation and Intensification: Factors Contributing to Fan Club Formation and Continuance, Paul Henry, Marylouise Caldwell; Part 4 Tribes as plunderers; Chapter 12 Harry Potter and the Fandom Menace, Stephen Brown; Chapter 13 Inno-Tribes: Star Trek as Wikimedia, Robert V. Kozinets; Chapter 14 Seeking Community Through Battle: Understanding the Meaning of Consumption Processes for Warhammer Gamers’ Communities across Borders, David J. Park, Sameer Deshpande, Bernard Cova, Stefano Pace; Part 5 Tribes as Entrepreneurs; Chapter 15 ‘Gothic’ Entrepreneurs: A Study of the Subcultural Commodification Process, Christina Goulding, Michael Saren; Chapter 16 * This chapter is based on two previous conference papers by the author (Langer, ), Roy Langer; Chapter 17 The War of the Etribes: Online Conflicts and Communal Consumption, Kristine de Valck; Chapter 18 Brand Communities and Their Social Antagonists: Insights from the Hummer Case, Marius K. Luedicke, Markus Giesler; Chapter 19 New Consumption Communities and the Re-Enabling of 21st Century Consumers, Isabelle Szmigin, Marylyn Carrigan, Caroline Bekin; Chapter 20 Internationalization of a Craft Enterprise Through a Virtual Tribe: ‘le Nuvole’ and the Pipe-Smoker Tribe, Stefano Pace, Luciano Fratocchi, Fabrizio Cocciola;
