Consumer Tribes

Covà, Bernard; Kozinets, Robert V.; Shankar, Avi

doi:10.4324/9780080549743

Cited by 133 publications

(206 citation statements)

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“…(Silva, 2002: 135) Estudos recentes (Cova & Cova, 2002;Cova, Cozinets & Shankar, 2007) projectam um perfil de consumidor tribal que, inserido no seu meio e no seu grupo, se revela mais pelos seus interesses, actividades e estilos de vida do que por um mero conjunto de características sociodemográficas. Trata-se de uma perspectiva que destitui uma visão individualista do consumidor para destacar o papel do grupo e do relacionamento social nas experiências de consumo: "active and enthusiastic in their consumption, sometimes in the extreme, tribes produce a range of identities, practices, rituals, meanings, and even material culture" (Cova, Cozinets & Shankar, 2007: 4).…”

Section: Pessoas Objectos E Relações De Significadounclassified

O ritual da comunicação e o ritual do consumo: novas tribos, novos rituais

2011

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Resumo: Este artigo aborda a condição dos objectos enquanto signos produzidos pelo discurso publicitário, promovendo uma reflexão sobre as relações que se estabelecem entre comunicação, consumo e publicidade. Nas sociedades contemporâneas, os objectos excedem as suas características funcionais para se revestirem de tecido simbólico, transportando significados e valores que se projectam nas relações sociais e na ideologia que orienta a actuação do indivíduo no mundo. Alargada e adaptada aos mais diferentes suportes desta cultura mediática, a publicidade equipara-se a uma forma de religião perante as novas tribos do consumo, elevando meros produtos a objectos mágicos e transformando rituais de aquisição em rituais de comunicação. Neste jogo simbólico, os objectos surgem plenos de valor identitário, representando socialmente o indivíduo e colocando-o perante as múltiplas imagens do consumo e de si mesmo.Palavras-chave: comunicação, consumo, publicidade, significado. Pessoas, objectos e relações de significadoOs rituais, dos mais propagados pela cultura aos mais mecânicos e inconscientes, integram o quotidiano e apresentam-se como formas de conhecimento de uma cultura: "rituals have meaning and purpose" (Ishmael & Thomas, 2006: 277). Ancestralmente, as tribos primitivas serviam-se de cerimoniais próprios para cumprir objectivos de integração, hierarquia, passagem, entre outros, que assim definiam o seu esquema de organização social, as suas crenças e a sua linguagem. Na sociedade contemporânea,

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Section: Pessoas Objectos E Relações De Significadounclassified

O ritual da comunicação e o ritual do consumo: novas tribos, novos rituais

2011

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“…Cette implication constitue pour l'entreprise une source d'information qui permet d'adapter ou de réadapter l'offre en intégrant ces informations dans son processus organisationnel d'élaboration (Curbatov, 2002 (Cova, 1995(Cova, , 1997b. Ce concept a été repris par les tenants du marketing tribal (Badot, Cova, 1995 ;Cova et al, 2007) au sens où la valeur de lien permet et facilite l'interaction sociale, par opposition au paradigme relationnel marqué par l'individualisme et l'utilitarisme. Dans ce sens, la valeur de lien joue un rôle de coproduction à la création de valeur de marché ; elle donne ainsi un sens nouveau à la circulation matérielle.…”

Section: La Valeur De Lien : Un Changement De Focale Sur La Consommationunclassified

Beyond the contract: Deploying the concept of the connection value in the policy-holder/mutual insurer relationship

Weber¹

2011

Revue internationale de l'économie sociale

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“…Finally the use of the Internet and social media to interact and communicate in innovative ways may enhance the relationship and bridge distances although virtual communities may act in creative ways hence often nonmanageable/non-controlled by the supported organization (cf. Cova, Kozinets and Shankar, 2007).…”

Section: Contributionsmentioning

confidence: 99%

“…A broad definition of community is suggested by Kozinets (1999) as a group of people "who share a social interaction, social ties, and a common "space"" (p. 253) studying "real life" and virtual communities. Virtual communities are also referred to as on-line consumer tribes that act in creative and entrepreneurial ways (Cova, Kozinets and Shankar, 2007), hence often non-manageable/non-controlled by the supported organization. As stated by Gummesson, Vargo and Lusch (2010), "The Internet, e-mail, and mobile communication offer a new infrastructure for commercial and social relationships" (p. 12).…”

Section: Members and Memberships From A Relationship Marketing Perspementioning

confidence: 99%

Members in Tourism Settings – Their Motivations, Behaviours and Roles

Olsson

2013

Scandinavian Journal of Hospitality and Tourism

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Memberships are used as competitive marketing tools to retain customers and build relationships across a wide variety of organizations and sectors. Membership research is an emergent multidisciplinary field of interest for scholars representing different disciplines.This thesis studies members and memberships at nonprofit organizations in tourism settings from a relationship marketing perspective. The four studies that make up this thesis explore the membership phenomenon with the aim to get insight into why individuals choose to become members, why they stay on as members, and how members interact and use their memberships. The overall objective is therefore to explore motivations related to memberships and how this is reflected in different member behaviours and member roles within tourism settings.Anna Karin Olsson is a lecturer and researcher in business administration at University West. Members in Tourism Settings ABSTRACTMembership programs are widely-used marketing tools. Many customers belong to a number of different membership programs across a variety of organizations and contexts. Memberships are based on the idea of mutual benefits of a relationship. Memberships in general offer tangible and intangible benefits such as free admission, discounts, special offers or access to special services, and a sense of belonging and identity. General organizational benefits of memberships besides customers are funding, fee revenue, legitimacy, and various kinds of member support. Memberships are used as competitive relationship marketing tools to retain customers, build relationships and encourage member participation. Many memberships have developed from merely being reward programs into an attempt to create emotional bonds based on calculative and affective commitment.Research into memberships is an emergent multidisciplinary field of interest for practitioners and scholars representing different disciplines. This thesis is delimited to study members and memberships at nonprofit organizations within tourism settings from a relationship marketing perspective. The aim is to get insight into why individuals choose to become members, why they stay on as members, and how members interact and use their memberships. The overall objective is therefore to explore motivations related to memberships and how this is reflected in different member behaviours and member roles within tourism settings. Throughout this thesis a mixed-method research approach was applied combining qualitative and quantitative research to explore the membership phenomenon. This thesis is comprised of four studies based on data from an explorative pre-study (12 respondents), a questionnaire survey (755 respondents), and a Nordic cross-case study (37 respondents).Findings showed member motivations, behaviours and roles within the tourism system. Member motivations were identified as altruistic (doing good for others), self-interest (doing good for yourself) and social (doing good with others). Findings further showed member interactions with othe...

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Consumer Tribes

Cited by 133 publications

References 0 publications

O ritual da comunicação e o ritual do consumo: novas tribos, novos rituais

O ritual da comunicação e o ritual do consumo: novas tribos, novos rituais

Beyond the contract: Deploying the concept of the connection value in the policy-holder/mutual insurer relationship

Members in Tourism Settings – Their Motivations, Behaviours and Roles

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