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.
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activities advertising aesthetic Apple Newton Beach Films behaviour Belk brand community Brats celebrity chapter Cliff Richard collective commercial community members concept consumer culture Consumer Research Consumer Tribes Consumption Communities consumption practices contemporary cool coolhunters Cova and Cova cultural capital culture of consumption distinctions Elizabeth ethnographic European Journal experience fan club fantasy fashion fetish community films gender Goth Gothic subculture Harley-Davidson Harry Potter Hummer brand community identity individual informants interaction Internet interview Ithaca Hours J.K. Rowling Journal of Consumer Journal of Marketing Kozinets lifestyle London Maffesoli mainstream male Marketing Research masculinity meanings men’s metrosexual Muñiz and O’Guinn neo-tribes participants Petty postmodern poststructural relationships rituals role Routledge Rowling Schau Schouten and McAlexander sense sexual shared social society Star Trek style subcultural capital Subcultures of consumption sumer surfing Thompson tion Tombari traditional Trek’s tribal marketing virtual communities Warhammer