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What is Brand Tribe

Chapter 19
Multidisciplinary Perspectives on Media Fandom
People who collectively identify themselves with a brand (also, see Brand Community).
Published in Chapter:
Brand Fandom Insights: Marketing Themes and Trends From Practitioners
Melanie B. Richards (East Tennessee State University, USA) and Stephen W. Marshall (East Tennessee State University, USA)
Copyright: © 2020 |Pages: 24
DOI: 10.4018/978-1-7998-3323-9.ch019
Abstract
The goal of this chapter is to discuss themes and trends, from a marketing practitioner's perspective, regarding the importance of brand fandom and how it is managed in a media-rich environment. With the rise of digital media and the evolving changes in our media ecosystem, fans have the ability to be more engaged with their favorite brands and their respective brand fan communities than ever before. This chapter produces original research with viewpoints from expert practitioners representing multiple “cult” brands, cause brands, and media organizations built to enable and serve fans and their favorite brands.
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