Tribal marketing : is there a tribe within the tribe?

Detalhes bibliográficos
Autor(a) principal: Almeida, Bruno Miguel da Silva Botelho
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/22811
Resumo: The purpose of this research is to understand if the “consumer tribe” group of researchers have similar characteristics to a “consumer tribe”. It aims also to provide additional conceptual clarity between brand community and consumer tribe concepts. This research uses a mixed method approach composed of two stages. First, it uses a systematic literature review to map out the literature on brand community and consumer tribe, allowing the identification of the characteristics of the researchers involved. Descriptive data was hand collected for all brand community and consumer tribe articles in peer reviewed journals over the last 30 years (67 articles, 158 authors). Second, one model was adopted to help identify the possible existence of a tribe (Silva and Santos, 2012), which uses the data collected in stage one to distinguish the two concepts and identify the presence of a tribe amongst consumer tribe researchers. The findings suggest the existence of a tribe among the consumer tribe researchers leaded by Bernard Cova. This research argues that as a consequence of this tribalisation manifesto made by consumer tribe researchers, and its future of this tribe is at risk. This research topic can end up being included on the umbrella of brand community, being seem only as a different term for a concept that already existed, however with a different name.
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spelling Tribal marketing : is there a tribe within the tribe?Comunidade de marcaMarketing tribalConsumo tribalBrand communityConsumer tribeBrand tribalismConsumer researchCommunityDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this research is to understand if the “consumer tribe” group of researchers have similar characteristics to a “consumer tribe”. It aims also to provide additional conceptual clarity between brand community and consumer tribe concepts. This research uses a mixed method approach composed of two stages. First, it uses a systematic literature review to map out the literature on brand community and consumer tribe, allowing the identification of the characteristics of the researchers involved. Descriptive data was hand collected for all brand community and consumer tribe articles in peer reviewed journals over the last 30 years (67 articles, 158 authors). Second, one model was adopted to help identify the possible existence of a tribe (Silva and Santos, 2012), which uses the data collected in stage one to distinguish the two concepts and identify the presence of a tribe amongst consumer tribe researchers. The findings suggest the existence of a tribe among the consumer tribe researchers leaded by Bernard Cova. This research argues that as a consequence of this tribalisation manifesto made by consumer tribe researchers, and its future of this tribe is at risk. This research topic can end up being included on the umbrella of brand community, being seem only as a different term for a concept that already existed, however with a different name.O objetivo desta pesquisa é avaliar se o grupo de investigadores que estudam o tema "consumer tribe" têm características semelhantes a uma "consumer tribe". Além disso, tem também como objetivo adicionar clareza conceitual entre os termos “brand community” e “tribal marketing”. Esta pesquisa utiliza uma abordagem método misto composto por duas fases. Primeiro, usa uma revisão sistemática da literatura para mapear a literatura sobre “brand community” e “consumer tribe”, permitindo a identificação de características dos investigadores envolvidos. Os dados descritivos foi adicionados manualmente para todos os artigos de “brand community” e “consumer tribe” em jornais académicos, ao longo dos últimos 30 anos (67 artigos, 158 autores). Em segundo lugar, foi adotado um modelo para ajudar a identificar a possível existência de uma tribo (Silva e Santos, 2012), cujos dados recolhidos na primeira fase servem de apoio para ajudar a distinção entre os dois conceitos e identificar a presença de uma tribo entre os investigadores de “marketing tribal”. Os resultados sugerem a existência de uma tribo entre os investigadores de “marketing tribal”, liderados por Bernard Cova. Esta pesquisa argumenta que, como consequência deste manifesto de tribalização entre os investigadores de “consumer tribe”, o futuro dessa tribo está em risco. Este termo de pesquisa pode acabar sendo incluído no conjunto de termos relacionados com “brand community”, aparecendo apenas como um termo diferente para um conceito já existente, porém com um nome diferente.Silva, Susana Cristina Lima da Costa eVeritati - Repositório Institucional da Universidade Católica PortuguesaAlmeida, Bruno Miguel da Silva Botelho2017-09-06T11:08:31Z2015-02-2720142015-02-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22811TID:201489660enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-09T01:35:56Zoai:repositorio.ucp.pt:10400.14/22811Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:57.545008Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Tribal marketing : is there a tribe within the tribe?
title Tribal marketing : is there a tribe within the tribe?
spellingShingle Tribal marketing : is there a tribe within the tribe?
Almeida, Bruno Miguel da Silva Botelho
Comunidade de marca
Marketing tribal
Consumo tribal
Brand community
Consumer tribe
Brand tribalism
Consumer research
Community
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Tribal marketing : is there a tribe within the tribe?
title_full Tribal marketing : is there a tribe within the tribe?
title_fullStr Tribal marketing : is there a tribe within the tribe?
title_full_unstemmed Tribal marketing : is there a tribe within the tribe?
title_sort Tribal marketing : is there a tribe within the tribe?
author Almeida, Bruno Miguel da Silva Botelho
author_facet Almeida, Bruno Miguel da Silva Botelho
author_role author
dc.contributor.none.fl_str_mv Silva, Susana Cristina Lima da Costa e
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Almeida, Bruno Miguel da Silva Botelho
dc.subject.por.fl_str_mv Comunidade de marca
Marketing tribal
Consumo tribal
Brand community
Consumer tribe
Brand tribalism
Consumer research
Community
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Comunidade de marca
Marketing tribal
Consumo tribal
Brand community
Consumer tribe
Brand tribalism
Consumer research
Community
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The purpose of this research is to understand if the “consumer tribe” group of researchers have similar characteristics to a “consumer tribe”. It aims also to provide additional conceptual clarity between brand community and consumer tribe concepts. This research uses a mixed method approach composed of two stages. First, it uses a systematic literature review to map out the literature on brand community and consumer tribe, allowing the identification of the characteristics of the researchers involved. Descriptive data was hand collected for all brand community and consumer tribe articles in peer reviewed journals over the last 30 years (67 articles, 158 authors). Second, one model was adopted to help identify the possible existence of a tribe (Silva and Santos, 2012), which uses the data collected in stage one to distinguish the two concepts and identify the presence of a tribe amongst consumer tribe researchers. The findings suggest the existence of a tribe among the consumer tribe researchers leaded by Bernard Cova. This research argues that as a consequence of this tribalisation manifesto made by consumer tribe researchers, and its future of this tribe is at risk. This research topic can end up being included on the umbrella of brand community, being seem only as a different term for a concept that already existed, however with a different name.
publishDate 2014
dc.date.none.fl_str_mv 2014
2015-02-27
2015-02-27T00:00:00Z
2017-09-06T11:08:31Z
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TID:201489660
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dc.language.iso.fl_str_mv eng
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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