| Titre : | Consumer tribes | | Type de document : | texte imprimé | | Auteurs : | Bernard Cova, Auteur ; Robert V. Kozinets, Auteur ; Avi Shankar, Auteur | | Editeur : | London : Routledge | | Année de publication : | 2007 | | Importance : | xvii, 339 pages | | Présentation : | illustrations | | ISBN/ISSN/EAN : | 978-0-7506-8024-0 | | Langues : | Anglais (eng) | | Mots-clés : | Market segmentation.
Consumer behavior.
Popular culture--Economic aspects
Postmodernism
Social networks--Economic aspects
Tribes | | Index. décimale : | 658.83 Etudes et analyse des marchés | | Résumé : | Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities. | | Note de contenu : | Tribes, Inc. : the new world of tribalism / Bernard Cova, Robert V. Kozinets and Avi Shankar
Tribal aesthetic / Michael Maffesoli --
Marketing the savage : appropriating the tribal tropes / Robin Canniford and Avi Shankar --
The consumption of cultural heritage among a British Royal Family brand tribe / Cele C. Otnes and Pauline Maclaran --
The evolution of a subculture of consumption / John W. Schouten, Diane M. Martin and James H. McAlexander --
Metro/fashion/tribes of men : negotiating the boundaries of men's legitimate consumption / Diego Rinallo --
The linking value of subcultural capital : constructing the Stockholm Brat enclave / Jacob Ostberg --
Sociality in motion : exploring logics of tribal consumption among cruisers / Douglas Brownlie, Paul Hewer and Steven Treanor --
Hunting for cool tribes / Clive Nancarrow and Pamela Nancarrow --
Temperance and religiosity in a non-marginal, non-stigmatized brand community / Hope Jensen Schau and Albert M. Mun?iz Jr --
Imprinting, incubation and intensification : factors contributing to fan club formation and continuance / Paul Henry and Marylouise Caldwell --
Harry Potter and the fandom menace / Stephen Brown --
Inno-tribes : Star trek as wikimedia / Robert V. Kozinets --
Seeking community through battle : understanding the meaning of consumption processes for warhammer gamers' communities across borders / David J. Park [and others] --
'Gothic' entrepreneurs : a study of the subcultural commodification process / Christina Goulding and Michael Saren --
Marketing, prosumption and innovation in the fetish community / Roy Langer --
The war of the eTribes : online conflicts and communal consumption / Kristine de Valck --
Brand communities and their social antagonists : insights from the Hummer case / Marius K. Luedicke and Markus Giesler --
New consumption communities and the re-enabling of 21st century consumers / Isabelle Szmigin, Marylyn Carrigan and Caroline Bekin --
Internationalization of a craft enterprise through a virtual tribe : 'Le Nuvole' and the pipe-smoker tribe / Stefano Pace, Luciano Fratocchi and Fabrizio Cocciola. |
Consumer tribes [texte imprimé] / Bernard Cova, Auteur ; Robert V. Kozinets, Auteur ; Avi Shankar, Auteur . - London : Routledge, 2007 . - xvii, 339 pages : illustrations. ISBN : 978-0-7506-8024-0 Langues : Anglais ( eng) | Mots-clés : | Market segmentation.
Consumer behavior.
Popular culture--Economic aspects
Postmodernism
Social networks--Economic aspects
Tribes | | Index. décimale : | 658.83 Etudes et analyse des marchés | | Résumé : | Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities. | | Note de contenu : | Tribes, Inc. : the new world of tribalism / Bernard Cova, Robert V. Kozinets and Avi Shankar
Tribal aesthetic / Michael Maffesoli --
Marketing the savage : appropriating the tribal tropes / Robin Canniford and Avi Shankar --
The consumption of cultural heritage among a British Royal Family brand tribe / Cele C. Otnes and Pauline Maclaran --
The evolution of a subculture of consumption / John W. Schouten, Diane M. Martin and James H. McAlexander --
Metro/fashion/tribes of men : negotiating the boundaries of men's legitimate consumption / Diego Rinallo --
The linking value of subcultural capital : constructing the Stockholm Brat enclave / Jacob Ostberg --
Sociality in motion : exploring logics of tribal consumption among cruisers / Douglas Brownlie, Paul Hewer and Steven Treanor --
Hunting for cool tribes / Clive Nancarrow and Pamela Nancarrow --
Temperance and religiosity in a non-marginal, non-stigmatized brand community / Hope Jensen Schau and Albert M. Mun?iz Jr --
Imprinting, incubation and intensification : factors contributing to fan club formation and continuance / Paul Henry and Marylouise Caldwell --
Harry Potter and the fandom menace / Stephen Brown --
Inno-tribes : Star trek as wikimedia / Robert V. Kozinets --
Seeking community through battle : understanding the meaning of consumption processes for warhammer gamers' communities across borders / David J. Park [and others] --
'Gothic' entrepreneurs : a study of the subcultural commodification process / Christina Goulding and Michael Saren --
Marketing, prosumption and innovation in the fetish community / Roy Langer --
The war of the eTribes : online conflicts and communal consumption / Kristine de Valck --
Brand communities and their social antagonists : insights from the Hummer case / Marius K. Luedicke and Markus Giesler --
New consumption communities and the re-enabling of 21st century consumers / Isabelle Szmigin, Marylyn Carrigan and Caroline Bekin --
Internationalization of a craft enterprise through a virtual tribe : 'Le Nuvole' and the pipe-smoker tribe / Stefano Pace, Luciano Fratocchi and Fabrizio Cocciola. |
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658 Gestion des entreprises privées et publiques
Affiner la recherche Interroger des sources externesL'attitude des jeunes consommateurs (entre 18 ans et 30 ans) à l'égard de l'influence des marques sur leur intention d'achat / Xavier Menaud
