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...
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| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2016
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| Texto completo: | http://hdl.handle.net/10400.14/21157 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21157 |