Introduction to the special section: Tribal marketing after Covid

Jack Coffin, Bernard Cova, Avi Shankar

Research output: Contribution to journalArticlepeer-review


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
JournalMarketing Theory
Publication statusE-pub ahead of print - 30 Jan 2023


  • Consumer tribes
  • social distancing
  • tribal marketing
  • tribe

ASJC Scopus subject areas

  • Marketing


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