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Consumer tribes

Author: Bernard Cova; Robert V Kozinets; Avi Shankar
Publisher: Amsterdam ; London : Butterworth-Heinemann, 2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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 tribes, the many little  Read more...
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Genre/Form: Aufsatzsammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Bernard Cova; Robert V Kozinets; Avi Shankar
ISBN: 9780750680240 0750680245
OCLC Number: 123113924
Description: xvii, 339 pages : illustrations ; 24 cm
Contents: Tribes, Inc. : the new world of tribalism / Bernard Cova, Robert V. Kozinets and Avi Shankar --
Tribal aesthetic / Michael Maffesoli --
Marketing the savage : appropriating the tribal tropes / Robin Canniford and Avi Shankar --
The consumption of cultural heritage among a British Royal Family brand tribe / Cele C. Otnes and Pauline Maclaran --
The evolution of a subculture of consumption / John W. Schouten, Diane M. Martin and James H. McAlexander --
Metro/fashion/tribes of men : negotiating the boundaries of men's legitimate consumption / Diego Rinallo --
The linking value of subcultural capital : constructing the Stockholm Brat enclave / Jacob Ostberg --
Sociality in motion : exploring logics of tribal consumption among cruisers / Douglas Brownlie, Paul Hewer and Steven Treanor --
Hunting for cool tribes / Clive Nancarrow and Pamela Nancarrow --
Temperance and religiosity in a non-marginal, non-stigmatized brand community / Hope Jensen Schau and Albert M. Muñiz Jr --
Imprinting, incubation and intensification : factors contributing to fan club formation and continuance / Paul Henry and Marylouise Caldwell --
Harry Potter and the fandom menace / Stephen Brown --
Inno-tribes : Star trek as wikimedia / Robert V. Kozinets --
Seeking community through battle : understanding the meaning of consumption processes for warhammer gamers' communities across borders / David J. Park [and others] --
'Gothic' entrepreneurs : a study of the subcultural commodification process / Christina Goulding and Michael Saren --
Marketing, prosumption and innovation in the fetish community / Roy Langer --
The war of the eTribes : online conflicts and communal consumption / Kristine de Valck --
Brand communities and their social antagonists : insights from the Hummer case / Marius K. Luedicke and Markus Giesler --
New consumption communities and the re-enabling of 21st century consumers / Isabelle Szmigin, Marylyn Carrigan and Caroline Bekin --
Internationalization of a craft enterprise through a virtual tribe : 'Le Nuvole' and the pipe-smoker tribe / Stefano Pace, Luciano Fratocchi and Fabrizio Cocciola.
Responsibility: edited by Bernard Cova, Robert Kozinets, Avi Shankar.

Abstract:

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. This title offers an  Read more...

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