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

My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More

Featured

Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More

Featured

“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, 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.