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A brand tribe is a group of people who are linked by a shared belief around a brand. Its members are not simple consumers, they are also believers and promoters. A brand tribe is capable of collective action and therefore has implications for business. ==Origins== The concept of tribal consumption revolves around the research and writings of numerous academic researchers who have expressed “Tribal Based Views of brand”. Michel Maffesoli (1996), Cova (1997), Veloutsou and Moutinho (2007), Cova and Cova (2001, 2002), Kozinets, Shankar et al. (2007), D’Alessandro 〔'Brand Warfare: Ten Rules for Building the Killer Brand, with Michele Owens', 2001; p.22〕 describes the tribes we belong to as "determined even less by geography, pedigree, race or religion. Instead, our tribes are determined largely by education and accomplishment, and they are manifested by the things we consume. More and more, they are brand tribes." Much of the research on brand tribalism depicts 21st Century society as a network of micro-cultures or “tribes.” A key element of brand tribes is that they are organically and voluntarily formed through individual identification with a brand. Factors that contribute to the formation of a brand tribe are perceived brand authenticity, experiences felt through interaction with the brand and a collective sense of belonging within a group.〔Veloutsou, Cleopatra/Moutinho, Luiz . (2009) Brand relationships through brand reputation and brand tribalism, '' Journal of Business Research'', March 2009〕 Central to the fabric of brand tribes is a deep conviction as to the notion of truth or rightness (Belief) 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Brand tribalism」の詳細全文を読む スポンサード リンク
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