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1 – 10 of over 3000Bernard Cova and Véronique Cova
This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish…
Abstract
This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people’s behaviour than either marketing institutions or other “formal” cultural authorities. There is also an element of resistance and re‐appropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and one‐to‐one relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the re‐emergence of the quest for community.
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This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the…
Abstract
This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the philosophy dominating today's sports marketing programmes. It is suggested, however, that more focus be placed on the interactions and relationships of groups of sports spectators as tribal members, and this paper presents factors that should be considered by the sports marketer to encourage and facilitate tribalism.
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Randi Hutchens, Kelly Way and Jennifer N. Becnel
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business…
Abstract
Purpose
This study examined the perceptions of tribal members regarding the strengths, challenges and opportunities presented by tribal winery operation. Issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe and the role of agriculture in the preservation of tribal heritage were considered.
Design/methodology/approach
A modified mixed-methods exploratory sequential research model was used to collect and organize data in two studies. In Study 1 quantitative data was used to inform the development of Study 2 which included a qualitative interview protocol. Qualitative interviews followed to elaborate on the various aspects of each of these areas of consideration.
Findings
Results indicate that there is neutral to positive opinion on tribal wineries and that any venture would have to be carefully thought out in terms of marketing and preserving tribal heritage.
Practical implications
This research examined the potential strengths, challenges and opportunities provided by tribal winery operation that can be used to inform future business practices.
Originality/value
The results of this research provide a framework for consideration of the potential strengths and opportunities provided by tribal winery operation.
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Xema Pathak and Manisha Pathak-Shelat
By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a…
Abstract
Purpose
By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of conversation. The overall purpose is to aid brand managers in the process of brand co-creation by articulating brand communication targeted to specific audiences based on their shared passions and interests.
Design/methodology/approach
The study adopts a mixed-methods approach. The primary data were collected from two virtual brand communities through qualitative net-based ethnographic methods. Semantria Excel plug-in was used to categorize the extracted consumer statements based on positive, neutral and negative sentiments.
Findings
Managing the negative interactions in the virtual communities and relationship development with members through non-commercial conversations should be the two main priorities for effective brand management. Sentiment analysis specifically helps to identify pain points and consumer sentiments at each stage of the shopper journey. The findings of the study endorse the importance of offering and supporting communities as a valid marketing.
Research limitations/implications
This paper shows how systematic attention to user interactions on virtual brand communities can be used for tribal marketing, which in turn will impact the intangible aspects of the business, such as increasing brand value and loyalty. By engaging the consumers, the social ties among the target audience can be nurtured and strengthened.
Originality/value
This paper focuses on decoding their behavior by unpeeling the consumer statements rather than tangible aspects of the business, such as sales of products or services. It contributes to development of a theoretical framework that outlines how the interactions in virtual brand communities can aid in formulating the functional and communicational strategies for a brand.
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Kottamkunnath Lakshmypriya and Bindi Varghese
Tourism acts as a stimulant in rural poverty reduction and inclusive socioeconomic development. Sustainable tourism can significantly contribute to the economic diversification…
Abstract
Tourism acts as a stimulant in rural poverty reduction and inclusive socioeconomic development. Sustainable tourism can significantly contribute to the economic diversification and local economic development of rural areas with its ability to create jobs and encourage infrastructural development focusing on preserving the environment, culture and indigenous groups. The detrimental effects of tourism on the economy, society and culture have shifted attention to sustainable travel. As a result, terms like ‘tribal tourism’, ‘ecotourism’ and ‘sustainable tourism’ have become popular. Inclusive engagement is a crucial agenda item in future tourism development and a major concern of many international organisations, including the United Nations. This chapter focuses on exploring the tribal communities and their involvement in sustainable tourism initiatives with an overarching focus on the role of the indigenous community and their skill sets in creating sustainable livelihoods through tribal tourism. Apart from creating direct and indirect employment opportunities, tribal tourism will support the growth of locally produced goods and have significant multiplier effects as capability-building initiatives will give impetus to the community's socioeconomic development.
Additionally, the sector offers notable advancements in the development of the tribal region. Tribal tourism will help people comprehend the significance of the ecosystem, local biodiversity and emission control activities on a deeper level (Thanikkad & Saleem, 2021). This chapter explores the indigenous tribes of Kerala and their ethnic skill sets, capabilities and means of livelihood. Further, the discussion on how the tourism domain promotes inclusive engagement of these tribes and aids in mapping skill sets, livelihood and inclusive engagement through tourism initiatives is explored.
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Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American…
Abstract
Purpose
Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American perspective, one that peers from inside the reservation community outwards, into the non‐native qualitative market research environment.
Design/methodology/approach
Introductory description of an indigenous‐based qualitative market research protocol is discussed. A native‐based elder care facility in the reservation environment is used as an example to facilitate conversation on developing an indigenous‐based model as it relates to non‐native qualitative market research methods.
Findings
The paper provides information that is useful when preparing proposals and/or selecting firms to employ in the Native American landscape. The roots of this paper can aid readers to build, implement, and understand culturally sensitive processes in developing a native relevant qualitative model that interacts with current and future market systems.
Practical implications
A list of questions is provided for native committees to use when selecting firms to provide qualitative market research services. The question list also provides a template for non‐native consulting firms to use in the proposal development process.
Originality/value
This paper provides an indigenous model of qualitative market research. It is proposed as a valuable tool for both First Nation communities and non‐native consulting firms world‐wide.
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Onkar Nath Mishra and Saurabh Gupta
The purpose of this paper is to investigate the integrated role of psychological, economic and environmental determinants of entrepreneurial intention among tribal community.
Abstract
Purpose
The purpose of this paper is to investigate the integrated role of psychological, economic and environmental determinants of entrepreneurial intention among tribal community.
Design/methodology/approach
This study applied the utility maximisation approach to model the determinants of entrepreneurial intention (EI) among tribal youth. Using a non-linear qualitative response model, the study examined the effects of psychological, economic and environmental determinants tribal youth entrepreneurship intention. A total of 363 tribal youths were sampled across the eastern central region of India.
Findings
The result from the use of a logit model revealed strong evidence in favour of economic and contextual factors in comparison to psychological factors as determinants of EI among tribal youth. Further, the external environmental factors along with socio-economic background of tribal community were found to be dominant in influencing their decision to be an entrepreneur.
Research limitations/implications
This study provides empirical evidence for the integrated and relative role of psychological, economic and environmental factors in shaping the entrepreneurial career decision of tribal community. Hence, one of the key contributions of this research was the development of an eclectic theory of tribal entrepreneurship.
Originality/value
This study discovering the determinants of entrepreneurial decision of tribal community using some recent advances in non-psychological approaches to study entrepreneurship. The domain of tribal/indigenous entrepreneurship is still in a nascent stage and in this context, it enriches the literature by closing few glaring gaps.
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Christopher Hautbois and Patrick Bouchet
It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with…
Abstract
It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports clubs (soccer, basketball, baseball, hockey, etc) who attend regular season games in their favourite teams' home stadium or arena. To our knowledge, very few studies have been conducted into spectators of national teams. It is these spectators who are of the focus of this paper.
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