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Keywords: Anthropological perspective
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Journal Articles
Brand loyalty through brand tribalism: an anthropological perspective
Available to Purchase
Journal:
Management Research Review
Management Research Review (2022) 45 (6): 735–759.
Published: 17 September 2021
... narcissism. It is a concept derived from anthropology and is usually applied to indicate archaic societies that defied modern state foundations. Sahlins (1961) was the origin of the anthropological perspective of brand tribalism. The author Sahlins (1961 , p. 326) affirmed: “considered as the territorial...
