... re-use rights only Consumer culture Assemblage theory Market practices Consumer tribes Assemblage thinking Tribal marketing In marketing, the research stream on consumer tribes recognizes that the fundamental constituent of contemporary consumption is the multiple social groups...

... on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach – Insights are drawn from a four...