We articulate the distinctions between consumer tribes and subcultures of consumption and brand communities: 1) tribe membership is fragmented and transient, 2) tribes are not enduring subversions of dominant institutions, 3) tribes do not seek iconic brands as loci for consumption experiences, and 4) social links within tribes are more important than what is consumed. Approaches to leveraging subcultures or brand community are, therefore, inappropriate.
Robin Canniford and Avi Shankar (2011) ,"Consumption Communities", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 274-275.
Robin Canniford, University of Melbourne, Australia
Avi Shankar, University of Bath, UK
NA - Advances in Consumer Research Volume 39 | 2011
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA
When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption
Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome