Publication
How to capitalise on a tribe
| dc.contributor.author | Silva, Susana Costa e | |
| dc.contributor.author | Santos, Mariana Carnido dos | |
| dc.date.accessioned | 2016-12-22T16:20:35Z | |
| dc.date.available | 2016-12-22T16:20:35Z | |
| dc.date.issued | 2012 | |
| dc.description.abstract | This paper attempts to extend the emergent literature on consumer tribes, in order to provide firms with a more complete understanding of this phenomenon. The main purpose of the study is to identify the existence of tribal behaviour, as well as to propose a model that could guide brands in the identification of tribal bonds. The research is approached interpretively with a case-study investigation of the Prius (Toyota’s hybrid car) tribe. Four different levels of involvement in a consumer-brand relationship are proposed, “tribal” being the most desirable level for a brand to achieve. We also suggest some ways for firms to develop their tribes, and to benefit from that relationship. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | SILVA, Susana Costa e Silva; SANTOS, Mariana Carnido dos - How to capitalise on a tribe. Marketing Review. ISSN 1469-347X. Vol. 12, N.º 4, p. 417-434 | pt_PT |
| dc.identifier.doi | 10.1362/146934712X13469451716718 | pt_PT |
| dc.identifier.eissn | 1472-1384 | |
| dc.identifier.issn | 1469-347X | |
| dc.identifier.uri | http://hdl.handle.net/10400.14/21158 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.subject | Tribe | pt_PT |
| dc.subject | Tribal marketing | pt_PT |
| dc.subject | Cult | pt_PT |
| dc.subject | Passion | pt_PT |
| dc.subject | Influence | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Co-production | pt_PT |
| dc.title | How to capitalise on a tribe | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 436 | |
| oaire.citation.issue | 4 | |
| oaire.citation.startPage | 419 | |
| oaire.citation.title | The Marketing Review | |
| oaire.citation.volume | 12 | |
| person.familyName | Silva | |
| person.givenName | Susana C. | |
| person.identifier | E-2200-2014 | |
| person.identifier.ciencia-id | 5818-1A55-F727 | |
| person.identifier.orcid | 0000-0001-7979-3944 | |
| person.identifier.rid | E-2200-2014 | |
| person.identifier.scopus-author-id | 37076829400 | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | article | pt_PT |
| relation.isAuthorOfPublication | 42214927-65c3-42a2-98ea-ae8c3a3eae19 | |
| relation.isAuthorOfPublication.latestForDiscovery | 42214927-65c3-42a2-98ea-ae8c3a3eae19 |