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

^*Corresponding author for this work

Materials Engineering

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
Pages (from-to)	267-273
Number of pages	7
Journal	Marketing Theory
Volume	23
Issue number	2
Early online date	30 Jan 2023
DOIs	https://doi.org/10.1177/14705931231153119
Publication status	Published - 1 Jun 2023

Keywords

Consumer tribes
COVID
social distancing
tribal marketing
tribe

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1177/14705931231153119Licence: CC BY-NC

Cite this

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Introduction to the special section: Tribal marketing after Covid

Abstract

Keywords

UN SDGs

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