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- W2002543313 abstract "Purpose – The purpose of this paper is to extend the emergent consumer tribe literature to facilitate a more complete understanding of the antecedents and roles implicit within consumer tribal membership. Principally a conceptual paper, this study focuses upon how a more complete understanding of consumer roles can be leveraged to create sustainable loyalty.Design/methodology/approach – This study comprised an examination of the tribe's social behaviour, membership roles and influence on individual consumption. The research was approached interpretively with a case study design investigating a tribe of vinyl record collectors in a New Zealand context.Findings – Key findings include the confirmation of Kozinets' antecedents of tribal membership and the four roles of tribal members previously conceptualised by Cova and Cova. The tribe was found to have a core set of values that moderated any individual differences. A hierarchy, managed through the distribution of “cultural capital”, was found to exist among..." @default.
- W2002543313 created "2016-06-24" @default.
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- W2002543313 date "2011-01-11" @default.
- W2002543313 modified "2023-10-16" @default.
- W2002543313 title "Consumer tribes: membership, consumption and building loyalty" @default.
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- W2002543313 doi "https://doi.org/10.1108/13555851111099989" @default.
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