Introduction to the special section: Tribal marketing after Covid

Jack Coffin; Bernard Cova; Avi Shankar

doi:10.1177/14705931231153119

Introduction to the special section: Tribal marketing after Covid

Jack Coffin, Bernard Cova, Avi Shankar

Research output: Contribution to journal › Article › peer-review

Abstract

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 language	English
Journal	Marketing Theory
DOIs	https://doi.org/10.1177/14705931231153119
Publication status	E-pub ahead of print - 30 Jan 2023

Keywords

Consumer tribes
COVID
social distancing
tribal marketing
tribe

ASJC Scopus subject areas

Marketing

Access to Document

10.1177/14705931231153119Licence: CC BY-NC

Cite this

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Introduction to the special section: Tribal marketing after Covid

Abstract

Keywords

ASJC Scopus subject areas

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