How to capitalise on a tribe
This paper attempts to extend the emergent literature on consumer tribes, in order to provide firms with a more complete understanding of this phenomenon. The main purpose of the study is to identify the existence of tribal behaviour, as well as to propose a model that could guide brands in the iden...
| Autor principal: | |
|---|---|
| Outros Autores: | |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2016
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10400.14/21158 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21158 |