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.



Citation:

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.

Authors

Stephen O'Sullivan , Euromed Management School, Marseille, France



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Featured

L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.