Brand tribalism

A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests.^[1]^[2] A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services.^[3]

^ Goulding, Christina; Shankar, Avi; Canniford, Robin (2013-01-01). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing. 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.
^ Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (January 1, 2020). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing. 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. S2CID 216399732 – via Emerald Insight.
^ Cova, Bernard; Cova, Véronique (2002-01-01). "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing". European Journal of Marketing. 36 (5/6): 595–620. doi:10.1108/03090560210423023. ISSN 0309-0566.

[1] Goulding, Christina; Shankar, Avi; Canniford, Robin (2013-01-01). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing. 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.

[:0-2] Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (January 1, 2020). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing. 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. S2CID 216399732 – via Emerald Insight.

[3] Cova, Bernard; Cova, Véronique (2002-01-01). "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing". European Journal of Marketing. 36 (5/6): 595–620. doi:10.1108/03090560210423023. ISSN 0309-0566.

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