How to capitalize the tribe - the Toyota Prius case study
Purpose: 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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/21157 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21157 |