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...
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| Format: | article |
| Language: | eng |
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2016
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| Online Access: | http://hdl.handle.net/10400.14/21158 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21158 |