How to benefit effectively from the rising tribalisation phenomenon – the Toyota Prius case study

Silva, Susana Costa e; Santos, Mariana Carnido

http://hdl.handle.net/10400.14/14624

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Authors

Silva, Susana Costa e

Santos, Mariana Carnido

Keywords

Tribe Tribal Marketing Cult Passion Influence Consumer Behaviour Co-production Relationship

URI

http://hdl.handle.net/10400.14/14624

Citation

SILVA, Susana Costa e ; SANTOS, Mariana Carnido - How to benefit effectively from the rising tribalisation phenomenon – the Toyota Prius case study. In 41th EMAC Conference - Marketing for Citizens, Going Beyond Customers and Consumers, Lisbon, Portugal, 22-25 May 2012. In RITA, Paulo (Ed.) - EMAC 2012 Conference and Programme Chair. Lisbon: ISCTE Business School, 2012. ISBN 978-989-732-004-0. p. 137