Discuss and compare two fundamental marketing concepts: consumers on-line brand communities and consumer tribes

This research paper discusses and compares two fundamental marketing concepts: consumers online brand communities and consumer tribes. It explores the differences and similarities between these concepts and their impact in the digital age. The paper also provides references to books, journals, and online sources for further reading.

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Table of Contents
RESEARCH QUESTIONS.............................................................................................................3
REFERENCES ...............................................................................................................................4

RESEARCH QUESTIONS
Discuss and compare two fundamental marketing concepts: consumers on-line brand
communities and consumer tribes.

REFERENCES
Books and Journals
Beverland, M., 2021. Brand management: Co-creating meaningful brands. Sage.
Biraghi, S., Gambetti, R. and Pace, S., 2018. Between tribes and markets: The emergence of a
liquid consumer-entrepreneurship. Journal of Business Research, 92, pp.392-402.
Canavan, B., 2020. Contemporary Consumption, Consumers and Marketing: Cases from
Generations Y and Z. Routledge.
Cross, S.N., Ruvalcaba, C., Venkatesh, A. and Belk, R.W. eds., 2018. Consumer culture theory.
Emerald Publishing Limited.
Dass, S., Sethi, R., Popli, S. and Saxena, V.N., 2019. Drivers of brand engagement: The role of
brand communities. Global Business Review, p.0972150919825516.
Hakala, H., Niemi, L. and Kohtamäki, M., 2017. Online brand community practices and the
construction of brand legitimacy. Marketing Theory, 17(4), pp.537-558.
Hook, M., Baxter, S. and Kulczynski, A., 2018. Antecedents and consequences of participation
in brand communities: a literature review. Journal of Brand Management, 25(4), pp.277-
292.
Jeong, J.Y., Hwang, J. and Hyun, S.S., 2020. Customers’ relationships leading to brand tribalism
and tribe behavioral intentions. International Journal of Hospitality Management, 88,
p.102529.
Jones, C.M. and Vogl, C., 2020. Building Brand Communities: How Organizations Succeed by
Creating Belonging. Berrett-Koehler Publishers.
Liao, J., Wang, L., Huang, M., Yang, D. and Wei, H., 2020. The group matters: examining the
effect of group characteristics in online brand communities. Asia Pacific Journal of
Marketing and Logistics.
Lu Wang, C. ed., 2017. Exploring the Rise of Fandom in Contemporary Consumer Culture. IGI
Global.
Pathak, X. and Pathak-Shelat, M., 2017. Sentiment analysis of virtual brand communities for
effective tribal marketing. Journal of Research in Interactive Marketing.
Sanz-Marcos, P., 2020. Surfers’ consumer behaviour from a tribal branding perspective. Journal
of Marketing Theory and Practice, 28(4), pp.472-483.
Sharma, P., Sadh, A., Billore, A. and Motiani, M., 2021. Investigating brand community
engagement and evangelistic tendencies on social media. Journal of Product & Brand
Management.
Snyder, D.G. and Newman, K.P., 2019. Reducing consumer loneliness through brand
communities. Journal of Consumer Marketing.
Weijo, H., Bean, J. and Rintamäki, J., 2019. Brand community coping. Journal of Business
Research, 94, pp.128-136.
Online references
Tribe vs Brand-Community – what is the difference?, 2014 [online] Available through
<http://dahl.at/wordpress/2014/01/tribe-vs-brand-community-what-is-the-difference/>
Consumer engagement in an online brand community, 2017[online] Available through
<https://www.sciencedirect.com/science/article/abs/pii/S1567422317300121>

CONSUMER TRIBES AND SOCIAL MEDIA MARKETING, 2017[online] available
through<https://www.strategic-planet.com/2017/01/consumer_tribes_and_social_media_marketi
ng/>
TRIBAL MARKETING: WHAT EVERY MARKETER MUST KNOW ABOUT TRIBES IN
SOCIAL MEDIA,2016 [online]Available through<http://www.brandba.se/blog/2016/4/25/tribal-
marketing-what-every-marketer-must-know-about-tribes-in-social-media>