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Erschienen in:
2013 | OriginalPaper | Buchkapitel
Tribal Origins and Idiosyncrasies – Why Brand Tribes Form and Why They Need to See Themselves as Unique
verfasst von : Brendan Richardson
Erschienen in: Tribal Marketing, Tribal Branding
Verlag: Palgrave Macmillan UK
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Why do tribes coalesce around brands? It is an interesting question. Why should consumers self-initiate what might normally be seen as some sort of marketing initiative? As we've seen so far, the answer is that they don't engage in it from a marketing perspective. Consumers initiate brand tribes for their own reasons, not for marketing-related reasons. They do so because brands allow them to form social links and engage emotionally with one another.