Brand Tribalism Theoretical Foundation And Practical Application

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Brand Tribalism. Theoretical Foundation and Practical Application

Author : Alisa Zayasenko
Publisher : GRIN Verlag
ISBN 13 : 3668400946
Total Pages : 42 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Brand Tribalism. Theoretical Foundation and Practical Application by : Alisa Zayasenko

Download or read book Brand Tribalism. Theoretical Foundation and Practical Application written by Alisa Zayasenko and published by GRIN Verlag. This book was released on 2017-02-21 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Munich Business School University of Applied Sciences, language: English, abstract: Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice. This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.

Consumer Tribes

Author : Avi Shankar
Publisher : Routledge
ISBN 13 : 1136414673
Total Pages : 348 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Consumer Tribes by : Avi Shankar

Download or read book Consumer Tribes written by Avi Shankar and published by Routledge. This book was released on 2012-06-25 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

Strategic Brand Management

Author : Richard H. Elliott
Publisher : Oxford University Press, USA
ISBN 13 : 019956521X
Total Pages : 321 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Strategic Brand Management by : Richard H. Elliott

Download or read book Strategic Brand Management written by Richard H. Elliott and published by Oxford University Press, USA. This book was released on 2011-03-10 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

Brand Storytelling in the Digital Age

Author : S M A Moin
Publisher : Springer Nature
ISBN 13 : 3030590852
Total Pages : 113 pages
Book Rating : 4.0/5 (35 download)

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Book Synopsis Brand Storytelling in the Digital Age by : S M A Moin

Download or read book Brand Storytelling in the Digital Age written by S M A Moin and published by Springer Nature. This book was released on 2020-10-26 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

The Time of the Tribes

Author : Michel Maffesoli
Publisher : SAGE
ISBN 13 : 9780803984745
Total Pages : 196 pages
Book Rating : 4.9/5 (847 download)

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Book Synopsis The Time of the Tribes by : Michel Maffesoli

Download or read book The Time of the Tribes written by Michel Maffesoli and published by SAGE. This book was released on 1996-02-27 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this exciting book Michel Maffesoli argues that the conventional approaches to understanding solidarity and society are deeply flawed. He contends that mass culture has disintegrated and that today social existence is conducted through fragmented tribal groupings, organized around the catchwords, brand-names and sound-bites of consumer culture. The book provides a rich backcloth against which to consider the rise of `identity politics' and the `proliferation of lifestyle cultures'.

Tribal Marketing, Tribal Branding

Author : Brendan Richardson
Publisher : Springer
ISBN 13 : 1137349107
Total Pages : 315 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Tribal Marketing, Tribal Branding by : Brendan Richardson

Download or read book Tribal Marketing, Tribal Branding written by Brendan Richardson and published by Springer. This book was released on 2013-07-30 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.

Academic Tribes and Territories

Author : Tony Becher
Publisher : McGraw-Hill Education (UK)
ISBN 13 : 0335230644
Total Pages : 258 pages
Book Rating : 4.3/5 (352 download)

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Book Synopsis Academic Tribes and Territories by : Tony Becher

Download or read book Academic Tribes and Territories written by Tony Becher and published by McGraw-Hill Education (UK). This book was released on 2001-10-16 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acclaim for the first edition of Academic Tribes and Territories: '...Becher's insistence upon in-depth analysis of the extant literature while reporting his own sustained research doubled the thickness of the material to be covered...Academic Tribes and Territories is a superb addition to the literature on higher education...There is here an education to be had.' (Burton R. Clark, Higher Education) '...Becher's landmark work. The higher education community - both practitioners and educational researchers - need to assimilate and to heed the message of this important and insightful book.' (Alan E. Bayer, Journal of Higher Education) 'a bold approach to a theory of academic relations...The result is a debt to him {Becher} for all students of higher education.' (The Times Educational Supplement) 'a classic in its field...The book is readily accessible to any member of the academic profession, but it also adds significantly to a specialist understanding of the internal life of higher education institutions in Britain and North America. I confidently predict that it will appear prominently on citation indices for many years.' (Gareth Williams, Studies in Higher Education) How do academics perceive themselves and colleagues in their own disciplines, and how do they rate those in other subjects? How closely related are their intellectual tasks and their ways of organizing their professional lives? What are the interconnections between academic cultures and the nature of disciplines? Academic Tribes and Territories maps academic knowledge and explores the diverse characteristics of those who inhabit and cultivate it. This second edition provides a thorough update to Tony Becher's classic text, first published in 1989, and incorporates research findings and new theoretical perspectives. Fundamental changes in the nature of higher education and in the academic's role are reviewed and their significance for academic cultures is assessed. This edition moves beyond the first edition's focus on elite universities and the research role to examine academic cultures in lower status institutions internationally and to place a new emphasis on issues of gender and ethnicity. This second edition successfully renews a classic in the field of higher education.

Social Media Marketing

Author : Stephan Dahl
Publisher : SAGE
ISBN 13 : 1529758769
Total Pages : 290 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Social Media Marketing by : Stephan Dahl

Download or read book Social Media Marketing written by Stephan Dahl and published by SAGE. This book was released on 2021-03-31 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.

Globalism, Nationalism, Tribalism

Author : Paul James
Publisher : Pine Forge Press
ISBN 13 : 1446230546
Total Pages : 384 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Globalism, Nationalism, Tribalism by : Paul James

Download or read book Globalism, Nationalism, Tribalism written by Paul James and published by Pine Forge Press. This book was released on 2006-04-20 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: `Paul James has written a magnificent account of the world′s current condition, one that highlights the complexities and contradictions with which people, communities, and nations must contend and that does so in a compelling and creative style. Stressing the interaction between global and local forces, his writing style is lively and compelling as well as peppered with a wide range of citations, from Woman′s Day to the Cambodian Daily (on the same page!)′ - James N Rosenau, University Professor of International Affairs, The George Washington University Globalism, Nationalism, Tribalism establishes a new basis for understanding the changing nature of polity and community and offers unprecedented attention to these dominant trends. Paul James charts the contradictions and tensions we all encounter in an era of increasing globalization, from genocide and terrorism to television and finance capital. Globalism is treated as an uneven and layered process of spatial expansion, not simply one of disorder, fragmentation or rupture. Nor is it simply a force of homogenization. Nationalism is taken seriously as a continuing and important formation of contemporary identity and politics. James rewrites the modernism theories of the nation-state without devolving into the postmodernist assertion that all is invention or surface gloss. Tribalism is given the attention it has long warranted and is analyzed as a continuing and changing formation of social life, from the villages of Rwanda to the cities of the West. Theoretically adept and powerfully argued, this is the first comprehensive analysis that brings these crucial themes of contemporary life together.

Marketing Research Kit For Dummies

Author : Michael Hyman
Publisher : John Wiley & Sons
ISBN 13 : 0470632569
Total Pages : 651 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Marketing Research Kit For Dummies by : Michael Hyman

Download or read book Marketing Research Kit For Dummies written by Michael Hyman and published by John Wiley & Sons. This book was released on 2010-03-05 with total page 651 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Consumer Culture Theory

Author : Eric J. Arnould
Publisher : SAGE Publications Limited
ISBN 13 : 1529614430
Total Pages : 402 pages
Book Rating : 4.5/5 (296 download)

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Book Synopsis Consumer Culture Theory by : Eric J. Arnould

Download or read book Consumer Culture Theory written by Eric J. Arnould and published by SAGE Publications Limited. This book was released on 2023-08-19 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: *NOW FULLY UPDATED AND EXPANDED WITH SIX NEW CHAPTERS* Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that synthesizes diverse subjects such as anthropology, cultural studies, marketing, political theory and sociology to provide new insights into consumers’ relationships to the marketplace and the influence of commercial action on culture. This book, edited by leading scholars in CCT, contains contributions by many of its leading researchers, and distills this interdisciplinary field into a concise accessible overview for students and early career researchers. It describes the key themes, concepts and theoretical areas of CCT; explains why they are useful in understanding consumption and marketplace phenomena; and shows how they can be applied to a wide range of research contexts. Drawing on real-world scenarios, reflective tasks and international case studies to help aid theoretical understanding and critical thinking, the text is designed to support a course in CCT, supplement related study, and guide undergraduate and postgraduate students in writing a CCT-related dissertation/thesis. It is the go-to text for anyone who is curious about, new to CCT, or looking for an integrative compendium of CCT research and its implications. Eric J. Arnould is Emeritus Professor of Marketing at the Aalto University Business School, Finland. Craig J. Thompson is the Churchill-Bascom Professor of Marketing at the University of Wisconsin-Madison, USA. David Crockett is Professor of Marketing at the University of Illinois Chicago, USA. Michelle F. Weinberger is Associate Professor at the Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University, Illinois, USA.

Tribal Theory in Native American Literature

Author : Penelope Myrtle Kelsey
Publisher : U of Nebraska Press
ISBN 13 : 9780803227712
Total Pages : 198 pages
Book Rating : 4.2/5 (277 download)

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Book Synopsis Tribal Theory in Native American Literature by : Penelope Myrtle Kelsey

Download or read book Tribal Theory in Native American Literature written by Penelope Myrtle Kelsey and published by U of Nebraska Press. This book was released on 2008-01-01 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholars and readers continue to wrestle with how best to understand and appreciate the wealth of oral and written literatures created by the Native communities of North America. Are critical frameworks developed by non-Natives applicable across cultures, or do they reinforce colonialist power and perspectives? Is it appropriate and useful to downplay tribal differences and instead generalize about Native writing and storytelling as a whole? ø Focusing on Dakota writers and storytellers, Seneca critic Penelope Myrtle Kelsey offers a penetrating assessment of theory and interpretation in indigenous literary criticism in the twenty-first century. Tribal Theory in Native American Literature delineates a method for formulating a Native-centered theory or, more specifically, a use of tribal languages and their concomitant knowledges to derive a worldview or an equivalent to Western theory that is emic to indigenous worldviews. These theoretical frameworks can then be deployed to create insightful readings of Native American texts. Kelsey demonstrates this approach with a fresh look at early Dakota writers, including Marie McLaughlin, Charles Eastman, and Zitkala-?a and later storytellers such as Elizabeth Cook-Lynn, Ella Deloria, and Philip Red Eagle. ø This book raises the provocative issue of how Native languages and knowledges were historically excluded from the study of Native American literature and how their encoding in early Native American texts destabilized colonial processes. Cogently argued and well researched, Tribal Theory in Native American Literature sets an agenda for indigenous literary criticism and invites scholars to confront the worlds behind the literatures that they analyze.

Changing Tribal Life

Author : Padmaja Sen
Publisher : Concept Publishing Company
ISBN 13 : 9788180690235
Total Pages : 164 pages
Book Rating : 4.6/5 (92 download)

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Book Synopsis Changing Tribal Life by : Padmaja Sen

Download or read book Changing Tribal Life written by Padmaja Sen and published by Concept Publishing Company. This book was released on 2003 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conceptualizing The Hos Of Singhbhum As A Tribe, The Contributors In This Book Discuss At Length The Significance Of Myth And Rituals Among The Tribals, Folk Treatment System, Dialectics Of Identity And Assimilation, And Socio-Religion Of The Tribes.

Tribal Leadership Revised Edition

Author : Dave Logan
Publisher : Harper Collins
ISBN 13 : 0062196790
Total Pages : 322 pages
Book Rating : 4.0/5 (621 download)

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Book Synopsis Tribal Leadership Revised Edition by : Dave Logan

Download or read book Tribal Leadership Revised Edition written by Dave Logan and published by Harper Collins. This book was released on 2012-01-03 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: It’s a fact of life: birds flock, fish school, people “tribe.” Malcolm Gladwell and other authors have written about how the fact that humans are genetically programmed to form “tribes” of 20-150 people has proven true throughout our species’ history. Every company in the word consists of an interconnected network of tribes (A tribe is defined as a group of between 20 and 150 people in which everyone knows everyone else, or at least knows of everyone else). In Tribal Leadership, Dave Logan, John King, and Halee Fischer-Wright show corporate leaders how to first assess their company’s tribal culture and then raise their companies’ tribes to unprecedented heights of success. In a rigorous eight-year study of approximately 24,000 people in over two dozen corporations, Logan, King, and Fischer-Wright discovered a common theme: the success of a company depends on its tribes, the strength of its tribes is determined by the tribal culture, and a thriving corporate culture can be established by an effective tribal leader. Tribal Leadership will show leaders how to employ their companies’ tribes to maximize productivity and profit: the author’s research, backed up with interviews ranging from Brian France (CEO of NASCAR) to “Dilbert” creator Scott Adams, shows that over three quarters of the organizations they’ve studied have tribal cultures that are adequate at best.

The Trojan Horse in the Tribal Classroom

Author : Thomas Alan Tobin
Publisher : Dorrance Publishing
ISBN 13 : 163867003X
Total Pages : 330 pages
Book Rating : 4.6/5 (386 download)

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Book Synopsis The Trojan Horse in the Tribal Classroom by : Thomas Alan Tobin

Download or read book The Trojan Horse in the Tribal Classroom written by Thomas Alan Tobin and published by Dorrance Publishing. This book was released on 2022-05-04 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Trojan Horse in the Tribal Classroom: How Culture Wars are Waged and Won on the Front Lines of Education By: Thomas Alan Tobin All three hundred thirty million of us are immersed in culture wars at every turn. It’s one of the great disadvantages of diversity. One such “warfare” has been hidden from all of us despite the fact that we had to face it almost daily in our formative years. The battleground for this most common cultural conflict is where we all spent at least 40% of our school-years, preparing not just for unforeseen pandemics, such as we’re caught up in now, nor also for dealing with the economic, ecological, and political divisions that currently confront all arenas of American society. Surprisingly it’s our educational system, and especially the classroom, where the frontlines of cultural “warfare” may have kept us constantly struggling for so long. Unwittingly and unwillingly drafted into these social and cultural battles, we’ve been trained to continue this perennial struggle between academic and popular sub-cultures in our schools. The Trojan Horse in the Tribal Classroom reveals the situational factors and functions that have caused education to become an “embattled institution and teaching an embattled profession.” Most importantly it proposes social and cultural solutions to these problems that promise real institution-wide improvement and a completely reconstructed, truly academic classroom culture. One reading of this book will totally revise one’s vision of American education and our memories of thousands of hours of classroom life. -- Dr. Regina Peter, Executive Director NEWMARK Education

Social Science Research

Author : Anol Bhattacherjee
Publisher : CreateSpace
ISBN 13 : 9781475146127
Total Pages : 156 pages
Book Rating : 4.1/5 (461 download)

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Book Synopsis Social Science Research by : Anol Bhattacherjee

Download or read book Social Science Research written by Anol Bhattacherjee and published by CreateSpace. This book was released on 2012-04-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to introduce doctoral and graduate students to the process of conducting scientific research in the social sciences, business, education, public health, and related disciplines. It is a one-stop, comprehensive, and compact source for foundational concepts in behavioral research, and can serve as a stand-alone text or as a supplement to research readings in any doctoral seminar or research methods class. This book is currently used as a research text at universities on six continents and will shortly be available in nine different languages.

Social Media in the Marketing Context

Author : Cherniece J. Plume
Publisher : Chandos Publishing
ISBN 13 : 008101757X
Total Pages : 184 pages
Book Rating : 4.0/5 (81 download)

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Book Synopsis Social Media in the Marketing Context by : Cherniece J. Plume

Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media