Introduction to the special section: Tribal marketing after Covid

Jack Coffin, Bernard Cova, Avi Shankar

Research output: Contribution to journalArticlepeer-review

1 Citation (SciVal)


This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research.

Original languageEnglish
Pages (from-to)267-273
Number of pages7
JournalMarketing Theory
Issue number2
Early online date30 Jan 2023
Publication statusPublished - 30 Jun 2023

Bibliographical note

The author(s) received no financial support for the research, authorship, and/or publication of this article.


  • Consumer tribes
  • social distancing
  • tribal marketing
  • tribe

ASJC Scopus subject areas

  • Marketing


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