Verschlagwortet: Theorie

Consumer Tribes (Cova/Kozinets)

„Tribes produce a range of identities, practices, rituals, meanings, and even material culture itself. The re-script roles, twist meanings, and shout back to producers and other groups of people with their own differentiation strategies. The both absorb and resist te pre-packaged, off-the-shelf, brand-and-product meaning of marketers“

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