Analysis of Consumer Tribes and Online Brand Communities in Marketing

This assignment delves into two fundamental marketing concepts: consumer tribes and online brand communities. It discusses and compares these concepts, highlighting their characteristics, differences, and implications for marketing strategies. The assignment includes a comprehensive list of references, citing books, journals, and online resources that support the analysis. The comparison likely covers aspects such as member motivations, community structure, brand engagement, and the role of social media in fostering these communities. The analysis likely explores the dynamics of consumer behavior within these groups and how marketers can leverage these insights to build brand loyalty and drive consumer engagement. The assignment provides a robust overview of the subject, offering valuable insights into contemporary marketing practices.

2 mental wealth

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>