Learning to be tribal: facilitating the formation of consumer tribes

  title={Learning to be tribal: facilitating the formation of consumer tribes},
  author={Christina Goulding and Avi Shankar and Robin Canniford},
  journal={European Journal of Marketing},
Purpose – Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage. This paper, aims to suggest that a necessary pre‐requisite for understanding how to engage with consumer tribes is to identify how consumers become members of tribes.Design/methodology/approach – Data are drawn… 
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