Tribal Origins and Idiosyncrasies – Why Brand Tribes Form and Why They Need to See Themselves as Unique

Brendan Richardson
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Brendan Richardson: University College Cork

Chapter 3 in Tribal Marketing, Tribal Branding, 2013, pp 28-53 from Palgrave Macmillan

Abstract: Abstract Why do tribes coalesce around brands? It is an interesting question. Why should consumers self-initiate what might normally be seen as some sort of marketing initiative? As we've seen so far, the answer is that they don't engage in it from a marketing perspective. Consumers initiate brand tribes for their own reasons, not for marketing-related reasons. They do so because brands allow them to form social links and engage emotionally with one another.

Keywords: Cultural Capital; Peak Experience; Social Link; Brand Community; Brand Believer (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34910-1_3

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DOI: 10.1057/9781137349101_3

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