How to benefit effectively from the rising tribalisation phenomenon

Silva, Susana Costa eSantos, Mariana Carnido2014-06-162014-06-162012SILVA, 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. 1379789897320040http://hdl.handle.net/10400.14/14624engTribeTribal MarketingCultPassionInfluenceConsumer BehaviourCo-productionRelationshipHow to benefit effectively from the rising tribalisation phenomenon – the Toyota Prius case studyconference object