Consumer Tribes
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Author |
: Avi Shankar |
Publisher |
: Routledge |
Total Pages |
: 348 |
Release |
: 2012-06-25 |
ISBN-10 |
: 9781136414671 |
ISBN-13 |
: 1136414673 |
Rating |
: 4/5 (71 Downloads) |
Synopsis Consumer Tribes by : Avi Shankar
Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.
Author |
: Bernard Cova |
Publisher |
: Routledge |
Total Pages |
: 349 |
Release |
: 2012-06-25 |
ISBN-10 |
: 9781136414664 |
ISBN-13 |
: 1136414665 |
Rating |
: 4/5 (64 Downloads) |
Synopsis Consumer Tribes by : Bernard Cova
Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.
Author |
: Christof Pforr |
Publisher |
: Springer Nature |
Total Pages |
: 269 |
Release |
: 2020-11-18 |
ISBN-10 |
: 9789811571503 |
ISBN-13 |
: 9811571503 |
Rating |
: 4/5 (03 Downloads) |
Synopsis Consumer Tribes in Tourism by : Christof Pforr
This book adopts a collectivist perspective on special interest tourism consumption, bringing together research on ‘special interest tourism’ and ‘niche tourism’ as well as more recent research into the interdisciplinary applications of the sociological concept of neo‐tribes. It promotes a shift in perspective away from special interest tourism understood as a sum of similarly motivated individuals, to a collective view of special interest tourists who share common characteristics (e.g., shared values, beliefs and mutual interests) and group structures. This approach provides a better understanding of groupings that are not unified by a common tourism motivation, but brought together by otherwise conditioned commonalities in actual behavior triggered by supply-side contexts (e.g., Airbnb). The book considers tourism micro‐segments as consumer tribes (i.e., as symbolic communities) in which individuals are embedded and loosely bound together. As there is limited research on the collectivist perspective on special interest tourism consumption, in the first part the book’s conceptual/theoretical discourse contributes to a better understanding of ‘groupings’ in tourism behavior but also collectives that are not unified by a common tourism motivation. Presenting international examples, the book explores in Part 2 the group culture of a range of tourist tribes by describing emerging tourism micro-segments, identifying shared identities, and analyzing their collective mechanisms.
Author |
: Seth Godin |
Publisher |
: Penguin |
Total Pages |
: 164 |
Release |
: 2008-10-16 |
ISBN-10 |
: 1591842336 |
ISBN-13 |
: 9781591842330 |
Rating |
: 4/5 (36 Downloads) |
Synopsis Tribes by : Seth Godin
The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader. Since it was first published almost a decade ago, Seth Godin's visionary book has helped tens of thousands of leaders turn a scattering of followers into a loyal tribe. If you need to rally fellow employees, customers, investors, believers, hobbyists, or readers around an idea, this book will demystify the process. It's human nature to seek out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). Now the Internet has eliminated the barriers of geography, cost, and time. Social media gives anyone who wants to make a difference the tools to do so. With his signature wit and storytelling flair, Godin presents the three steps to building a tribe: the desire to change things, the ability to connect a tribe, and the willingness to lead. If you think leadership is for other people, think again—leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma led a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, ran her internal tribe of marketers from her cube in Seattle. Tribes will make you think—really think—about the opportunities to mobilize an audience that are already at your fingertips. It's not easy, but it's easier than you think.
Author |
: Colin Prior |
Publisher |
: Firefly Books |
Total Pages |
: 202 |
Release |
: 2003 |
ISBN-10 |
: 9781552977460 |
ISBN-13 |
: 1552977463 |
Rating |
: 4/5 (60 Downloads) |
Synopsis Living Tribes by : Colin Prior
A portrait in photographs and text of fifteen uniquely individual tribes that have retained their identity in the face of globalization.
Author |
: Ulrike Arnhold |
Publisher |
: Springer Science & Business Media |
Total Pages |
: 477 |
Release |
: 2010-11-22 |
ISBN-10 |
: 9783834988577 |
ISBN-13 |
: 383498857X |
Rating |
: 4/5 (77 Downloads) |
Synopsis User Generated Branding by : Ulrike Arnhold
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Author |
: Joshua Greene |
Publisher |
: Penguin |
Total Pages |
: 434 |
Release |
: 2014-12-30 |
ISBN-10 |
: 9780143126058 |
ISBN-13 |
: 0143126059 |
Rating |
: 4/5 (58 Downloads) |
Synopsis Moral Tribes by : Joshua Greene
“Surprising and remarkable…Toggling between big ideas, technical details, and his personal intellectual journey, Greene writes a thesis suitable to both airplane reading and PhD seminars.”—The Boston Globe Our brains were designed for tribal life, for getting along with a select group of others (Us) and for fighting off everyone else (Them). But modern times have forced the world’s tribes into a shared space, resulting in epic clashes of values along with unprecedented opportunities. As the world shrinks, the moral lines that divide us become more salient and more puzzling. We fight over everything from tax codes to gay marriage to global warming, and we wonder where, if at all, we can find our common ground. A grand synthesis of neuroscience, psychology, and philosophy, Moral Tribes reveals the underlying causes of modern conflict and lights the way forward. Greene compares the human brain to a dual-mode camera, with point-and-shoot automatic settings (“portrait,” “landscape”) as well as a manual mode. Our point-and-shoot settings are our emotions—efficient, automated programs honed by evolution, culture, and personal experience. The brain’s manual mode is its capacity for deliberate reasoning, which makes our thinking flexible. Point-and-shoot emotions make us social animals, turning Me into Us. But they also make us tribal animals, turning Us against Them. Our tribal emotions make us fight—sometimes with bombs, sometimes with words—often with life-and-death stakes. A major achievement from a rising star in a new scientific field, Moral Tribes will refashion your deepest beliefs about how moral thinking works and how it can work better.
Author |
: Brendan Richardson |
Publisher |
: Springer |
Total Pages |
: 196 |
Release |
: 2013-07-30 |
ISBN-10 |
: 9781137349101 |
ISBN-13 |
: 1137349107 |
Rating |
: 4/5 (01 Downloads) |
Synopsis Tribal Marketing, Tribal Branding by : Brendan Richardson
Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.
Author |
: Wang, Cheng Lu |
Publisher |
: IGI Global |
Total Pages |
: 605 |
Release |
: 2019-10-25 |
ISBN-10 |
: 9781799810490 |
ISBN-13 |
: 1799810496 |
Rating |
: 4/5 (90 Downloads) |
Synopsis Handbook of Research on the Impact of Fandom in Society and Consumerism by : Wang, Cheng Lu
Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to their strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture. The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.
Author |
: Michel Maffesoli |
Publisher |
: SAGE |
Total Pages |
: 196 |
Release |
: 1996-02-27 |
ISBN-10 |
: 080398474X |
ISBN-13 |
: 9780803984745 |
Rating |
: 4/5 (4X Downloads) |
Synopsis The Time of the Tribes by : Michel Maffesoli
In this exciting book Michel Maffesoli argues that the conventional approaches to understanding solidarity and society are deeply flawed. He contends that mass culture has disintegrated and that today social existence is conducted through fragmented tribal groupings, organized around the catchwords, brand-names and sound-bites of consumer culture. The book provides a rich backcloth against which to consider the rise of `identity politics' and the `proliferation of lifestyle cultures'.