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Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel an intense sense of belonging to a beer style tribe, which may not lead to loyalty to their beer style. The purpose of this paper is to test whether public commitment to defend or spread positive word-of-mouth (WoM) about their beer style influences the development of loyalty among beer style consumers toward their beer style.

The authors surveyed 400 beer style consumers and used the structural equation modeling approach to examine the loyalty relationships between beer style consumers and their beer style. The authors followed Oliver’s cognitive-affective-conative loyalty framework to test these relationships. Then, the authors tested whether a verbal commitment to defend or spread positive WoM about their beer style strengthens loyalty between beer style consumers and their beer style.

Satisfaction of beer style consumers toward their beer style does not lead them to be willing to pay a premium price for their beer style. However, by including a public commitment to defend or spread positive WoM about their beer style, beer style consumers are more willing to pay a premium price for their beer style even in the presence of an intense sense of belonging to a beer style tribe.

Soliciting public commitment influences the development of loyalty among tribal consumers, which may also influence nontribal consumers. In addition, the inclusion of public commitment to Oliver’s loyalty framework, i.e., cognitive-affective-public commitment-conative, extends the use of Oliver’s model to consumer tribes. Finally, this study also suggests that the relationship between having a sense of belonging to a consumer tribe and willingness to pay a premium price can be influenced by a public commitment without first establishing brand satisfaction by consumers.

This paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human–material actants, this paper shows that tribes manifest via hybrid assemblages of people, things and ideas.

Insights are drawn from a three-year assemblage-oriented ethnographic study of a salsa-dancing tribe, specifically their ephemeral gatherings across multiple sites without hierarchical organization. Methods include observations as a consumer–participant, producer–participant and in-depth interviewing.

Introduces a framework documenting how tribes disperse temporarily and reconstitute via a dual process of ascription and distribution. Tribes reconstitute when consumers reproduce an assemblage that effectively overcomes a meshwork of practical challenges. Consumers ascribe to the standards of the tribe while, alternatively, tribes distribute the assemblage beyond the immediate group.

Conceptualizes the socio-technical dynamics that tribes mobilize to disassemble and reassemble through ephemeral gatherings. Proposes a framework on hybrid interdependencies, including not only participants but also techniques, devices and sites.

While previous research shows that tribes can collapse, the authors propose that marketers can intervene to foster long-term resilience. As tribes disperse, consumer and marketing efforts operate at different temporal sequences to enable tribal reconstitutions.

Contributes to the literature on consumer tribes by theorizing ephemerality per ascription and distribution mechanisms.

This paper was first presented at the ESOMAR Youth Marketing Conference, Beijing, 24–26 October 1999. It discusses approaches to youth research designed to help ensure that our understanding of the youth target is maximised. It acknowledges the complexity of the youth consumer's attitudes and brand relationships, and the consequent need to understand these relationships from a number of different angles. It focuses on an examination of methodologies and techniques which go beyond the classical qualitative remit, challenging traditional notions of researcher objectivity. It will argue that more subjective approaches to the world of the youth consumer will enable a more contextualised vision of their world and their relationship with brands. The paper will outline the belief that such an approach will contribute to the levels of insight researchers are able to offer clients, in turn enabling them to better anticipate change and development in youth attitudes and needs. Project examples where we believe this has been achieved will be detailed.

Consumers become members of style tribes when a specific style of dress is adopted. Personality may be one variable related to consumers' personal style of dress. Students in a fashion trend analysis course identified and described eleven style tribes on a university campus in the United States. Eight of the eleven style tribe descriptions’ were associated with designer names, brands, and/or specific retailers. The style tribe data were used to develop a questionnaire for the present study.

Data were then collected from 277 undergraduate college students who completed two questionnaires: 1) the NEO PI-R, an instrument designed to measure the five personality factors of the Five Factor Model and 2) a questionnaire with eleven style tribe descriptions.

Data were analyzed using canonical correlation. The major finding from the present study was that although personality was related to dress style, subjects reportedly adopted multiple dress styles. The findings of this investigation have theoretical implications regarding the social/psychological aspects of appearance and dress, and the marketing and retailing of appearance management products associated with designer names, brands, and/or retailers.

The purpose of this paper is to develop a theoretical framework for understanding the identity politics associated with parental hesitancy and refusal of vaccines for their children (“vaccine hesitancy or refusal” or “VHR”). Understanding these identity politics helps policymakers to craft appropriate communication interventions that do not make the problem worse.

Social identity theory is a way of understanding how group identities develop around the lifestyle practices that often include refusal to vaccinate, and how this group identity is accentuated by conflict with the pro-vaccinating societal mainstream. This paper critically appraises existing studies of VHR to explore this groupness across many different contexts.

Groupness is evident across many different contexts. There are also key group characteristics: preference for natural birth and breastfeeding, nature as a concept and use of complementary and alternative medicine.

The paper is speculative and theoretical, using existing sources. Future studies will need to demonstrate empirically with new data. However, this theoretical approach sets up a new research agenda.

These findings can help governments and policymakers minimise social conflict that risks further polarising vaccine conversations and wedging parents on the fence.

This paper argues that the decision to vaccinate or not is an inherently social one, not a matter of pure individual rationality. This is a novel approach to engaging with what is often characterised and studied as an individual decision.

The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved from living a traditional to a modern lifestyle, as more women become more educated, work and earn their own money. As modern sophisticated Muslim women, they have transformed themselves in the way they dress and don their hijab while adhering to the Shariah-compliant dress code. As a result, hijab fashion among hijabistas “Muslim women who wear fashionable outfits with matching fashionable headscarves” is flourishing.

Data were collected using questionnaires distributed to Muslim women who visited the Kuala Lumpur International Hijab Fashion Fair 2014 using the convenience sampling method. A total of 345 final useable data were used for data analysis using SmartPLS.

Results show that dressing style, fashion motivation, fashion uniqueness and sources of fashion knowledge positively influence fashion consciousness and indirectly influence hijab fashion consumption.

Results of this paper will provide insights to the people involved in the fashion industry, such as designers, retailers and marketers, to understand the hijabista market segment. Practitioners can design proper hijab fashion products that are Shariah-compliant to capture the segment of Muslim women with proper marketing strategies.

The fashion of Muslim women, particularly the hijab fashion, has received little attention in the fashion literature. This paper hopes to provide new insights to relevant researchers and industries.

This paper aims to identify the typology of fashion lifestyle that is relevant to predict the individual difference in evaluating Islamic fashion product.

The study involved female respondents aged above 16 years and wearing hijab. The sample of this research is 697 respondents from four big cities in Indonesia (Jakarta, Bandung, Surabaya and Malang) with the population in this study constituting 264 million Indonesian people. A random procedure with socio-demographic (sex, age and habitat) quotas was used for selecting respondent, and data is obtained using questionnaire research instruments.

There are 11 factors and 6 segments for clustering the respondents of Islamic fashion lifestyle. The cluster analysis demonstrated that the mean of personality pursuit, Sharia dressing style orientation and religiousity is greater than 4.00 on all clusters. This score proves that the consumers of Islamic fashion among six clusters have high level or religiousity and Sharia dressing style.

Considering the upcoming issue on Indonesia Moslem market subculture, this research explores market segmentation based on Islamic fashion lifestyle. In 2015, Indonesia reached the fifth rank in the world Islamic fashion market with $13.28bn potential market value and the average of 10.17% fashion industry growth annually (Euromonitor, 2018).

The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”.

First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched.

Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype.

This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised.

Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.

This chapter focuses on creating a Torres Strait Island perspective on the research ethics and cultural protocols of Islander dance. Previous research into Torres Strait Islander cultural dance has traditionally focussed on the music and songs and rarely on the movements themselves or the cultural protocols of dance. Specifically, we explore how Islander dance from the Island of Mer (Meriam Kab) is not only created and practised but also how that information is communicated. This chapter asks the questions – how should Meriam Kab be researched? What are the protocols and processes that need to be followed? What is the role of Elders and how important is their place in the practice of dance? These questions will be explored through the cultural dances performed by the Gerib Sik Torres Strait Islander Corporation as an inroad into the significance of Meriam Kab as expressions of Meriam identity. Gerib Sik has a long tradition of cultural consultation in the development of their dances, and this chapter is co-authored by the directors. Through this writing, we hope to shine a spotlight on Meriam Kab research by illustrating the importance of the specificity of Islander identity.

This research is positioned at the intersection of youth subculture consumption and religious affiliation, through the study of observant Muslim women involved in the highly engaging and codified activity of cosplay. Given authenticity is central to the cosplay visual impact and performance, this study aims to understand the way hijab cosplayers negotiate tensions between authentic body performativity and the observance of religious dressing codes.

A qualitative interpretive approach was used to address the research questions. In-depth semi-structured online interviews were conducted with 25 members of a hijab cosplayers from South East Asia.

The concept of authenticity emerged as multifaceted for hijab cosplayers, where they manage three different aspect of the authentic cosplay performance as follows: authenticity as a cosplayer (social dimension of authenticity), authenticity to the character (personal dimension of authenticity) and authenticity to their religious identity (religious dimension of authenticity). The subsequent malleable authenticity is used to legitimate cosplay as an acceptable performative practice from a religious and from subcultural view.

The research highlights how tensions between identity and performativity of the body are negotiated. More specifically, the study contributes to the understanding of the way hijab cosplayers reconcile tensions between religious identity and the performativity of the body. Given the role of the body as a site for negotiating identity, this study provides important insights in the tensions and strategies at the intersection of authenticity, embodiment and religious identity in youth cultures.