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Keywords: Brand tribes
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Journal Articles
Brand communities, fans or publics? How social media interests and brand management practices define the rules of engagement
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (12): 3129–3161.
Published: 20 September 2021
... relates to luxury and tech products Brand tribes E-tribes A cohort of individuals who share similar experiences and emotions, and who bond together in loosely interconnected communities (Cova and Cova, 2002) Consumers form e-tribes that use networked computer technology to sharpen their consumption...
