Silva, Susana Costa eSantos, Mariana Carnido dos2016-12-222016-12-222012SILVA, 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. 417-4341469-347Xhttp://hdl.handle.net/10400.14/21158This 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.engTribeTribal marketingCultPassionInfluenceConsumer behaviourCo-productionjournal article10.1362/146934712X134694517167181472-1384