What Happens When Brand Evangelism Meets Entrepreneurship? Introducing the Second Tier Tribal Entrepreneur
This videography explores the evolving nature of tribal entrepreneurship within the international beer pong consumer tribe. It discusses how passionate consumers are evangelising a focal tribal brand in a sophisticated entrepreneurial manner. Second tier tribal entrepreneurs aid the process of communal glocalization. Thus, they are understood as cultural gatekeepers: a link between the focal tribal brand and a remote sub-tribe.
Stephen O'Sullivan (2013) ,"What Happens When Brand Evangelism Meets Entrepreneurship? Introducing the Second Tier Tribal Entrepreneur ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 332-332.
Stephen O'Sullivan , Euromed Management School, Marseille, France
E - European Advances in Consumer Research Volume 10 | 2013
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