Consumer Tribes by Bernard Cova, Robert Kozinets, Avi Shankar
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Consumer Tribes Prelims-H8024.indd i 4/19/07 12:43:36 PM Consumer Tribes Edited by Bernard Cova Robert V. Kozinets Avi Shankar First published by Butterworth-Heinemann This edition published 2011 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon 0X14 4RN 711 Third Avenue, New York, NY 10017, USA Routledge is an imprint of the Taylor & Francis Group, an informa business First edition 2007 Copyright © 2007, Bernard Cova, Robert V. Kozinets and Avi Shankar. All rights reserved The right of Bernard Cova, Robert V. Kozinets and Avi Shankar to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. Because of rapid advances in the medical sciences, in particular, independent verification of diagnoses and drug dosages should be made British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-7506-8024-0 Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Contents List of contributors xi PART I CONCEPTUAL FOUNDATIONS 1 1 Tribes, Inc.: the new world of tribalism 3 Bernard Cova, Robert V. Kozinets and Avi Shankar Introduction 3 Consumer tribes are activators 7 Consumer tribes are double agents 9 Consumer tribes are plunderers 13 Consumer tribes are entrepreneurs 16 Conclusion: tribes are open, aporic, and incorporated 20 References 23 2 Tribal aesthetic 27 Michel Maffesoli References 34 3 Marketing the savage: appropriating tribal tropes 35 Robin Canniford and Avi Shankar Introduction 35 The fall and rise of surf-culture 36 Hollywood beach films 39 Endless summers and cultural napalm 42 Appropriating tribal tropes 45 References 47 Prelims-H8024.indd v 4/19/07 12:43:38 PM vi Contents PART II TRIBES AS ACTIVATORS 49 4 The consumption of cultural heritage among a British Royal Family brand tribe 51 Cele C. Otnes and Pauline Maclaran Methods 53 Findings 55 Discussion 64 References 65 5 The evolution of a subculture of consumption 67 John W. Schouten, Diane M. Martin and James H. McAlexander Introduction 67 The original study in retrospective 68 Market forces and subculture change 69 A critical turn 71 Conclusion 73 Acknowledgements 74 References 75 6 Metro/Fashion/Tribes of men: negotiating the boundaries of men’s legitimate consumption 76 Diego Rinallo Introduction 76 Marketplace actors and the cultural production of fashionable masculinities 78 Method 80 When men look at other men: reading strategies of straight and gay consumers 81 The risky consumptionscape of straight men 85 The gaydar is dead: long live the gaydar! 88 Discussion and conclusion 89 Acknowledgements 90 References 90 7 The linking value of subcultural capital: constructing the Stockholm Brat enclave 93 Jacob Ostberg Theoretical positioning 94 Subcultural capital 95 Methodological procedures 96 Results: the reflexive construction of subcultural capital 99 Concluding remarks 104 References 104 Prelims-H8024.indd vi 4/19/07 12:43:38 PM Contents vii PART III TRIBES AS DOUBLE AGENTS 107 8 Sociality in motion: exploring logics of tribal consumption among cruisers 109 Douglas Brownlie, Paul Hewer and Steven Treanor Introduction 109 Tribes in motion 110 A (sub)cultural approach to consumption 111 Tribal membership practices 113 Car practices 114 Methodology 115 The cruise: as a way of being together 116 Stylization and customization 117 Individualism and affiliation 120 Aloofness and fluid hierarchies 121 Discussion 123 References 124 9 Hunting for cool tribes 129 Clive Nancarrow and Pamela Nancarrow Hunting for cool 129 Postmodern tribes 129 Tribes and distinction 130 Subcultural or tribal capital 131 So what is cool? 132 Defining cool 135 The commodification of cool and the cultural capital of consumption 135 Messengers of cool 136 Coolhunting 137 A case study: looking for cool 139 Conclusion 141 References 142 10 Temperance and religiosity in a non-marginal, non-stigmatized brand community 144 Hope Jensen Schau and Albert M. Muñiz Jr The way of the rockstar 146 Our approach 147 My life/your world: religiosity in the TPATH fan community 148 Concluding thoughts 160 References 161 Prelims-H8024.indd vii 4/19/07 12:43:38 PM viii Contents 11 Imprinting, incubation and intensification: factors contributing to fan club formation and continuance 163 Paul Henry and Marylouise Caldwell Introduction 163 Method 164 Findings 165 Conclusion 171 References 172 PART IV TRIBES AS PLUNDERERS 175 12 Harry Potter and the Fandom Menace 177 Stephen Brown This just in 177 Authorpreneurship 178 Back story 178 Real story 180 The triwizard iTribes 181 Get a life 183 The auror, the auror 185 When good fans go bad 189 References 191 13 Inno-tribes: Star Trek as wikimedia 194 Robert V. Kozinets A brief history of Star Trek 196 Star Trek as wikimedia 197 Prosuming’s final frontier 198 Gays, grays, and ego plays 200 Death by canon, or the death of canon? 202 Star Trek fans as inno-tribes 204 Considerations 206 References 209 14 Seeking community through battle: understanding the meaning of consumption processes for warhammer gamers’ communities across borders 212 David J. Park, Sameer Deshpande, Bernard Cova and Stefano Pace Introduction 212 Consumption tribes 213 Warhammer 214 Understanding gaming brand community: a case of warhammer gamers in the US and France 217 Prelims-H8024.indd viii 4/19/07 12:43:38 PM Contents ix Warhammer community: in between postmodernism and poststructuralism 219 Conclusion 222 References 222 PART V TRIBES AS ENTREPRENEURS 225 15 ‘Gothic’ entrepreneurs: a study of the subcultural commodification process 227 Christina Goulding and Michael Saren Introduction 227 The research background 228 The research methods 229 The stages of subcultural commodification 231 Some conclusions and implications 238 References 240 16 Marketing, prosumption and innovation in the fetish community 243 Roy Langer Introduction 243 Defining the fetish brand community 244 Methodology 248 ManiFest: a fetish carnival 249 Marketing and innovation in the fetish tribe 253 Conclusions 255 Acknowledgements 256 References 256 17 The war of the eTribes: online conflicts and communal consumption 260 Kristine de Valck Introduction 260 Netnographic study 262 Findings 263 Discussion 270 References 273 18 Brand communities and their social antagonists: insights from the Hummer case 275 Marius K. Luedicke and Markus Giesler Analytical framework 276 The Hummer case 278 Empirical evidence 280 Prelims-H8024.indd ix 4/19/07 12:43:38 PM x Contents Distinction 281 Reproduction 285 Reflexivity 287 Discussion 291 References 293 19 New consumption communities and the re-enabling of 21st century consumers 296 Isabelle Szmigin, Marylyn Carrigan and Caroline Bekin The production consumption balance 296 Reconnecting consumption and production 297 Re-enabling the consumer 299 Conceptualizing new consumption communities 301 A closer look at the consumption circle 302 A conceptual framework for understanding new consumption communities 304 Conclusions 309 References 310 20 Internationalization of a craft enterprise through a virtual tribe: ‘Le Nuvole’ and the pipe-smoker tribe 312 Stefano Pace, Luciano Fratocchi and Fabrizio Cocciola Introduction 312 Tribal marketing and virtual internationalization 313 The virtual tribe of pipe-smokers and ‘Le Nuvole’: a small workshop becomes international 317 Conclusions 323 References 325 Index 329 Prelims-H8024.indd x 4/19/07 12:43:38 PM List of contributors Caroline Bekin is a PhD candidate at Birmingham Business School, University of Birmingham, England from where she obtained her MSc in Marketing. She has worked in consumer research and advertising. Her research inter- ests include community consumption, consumer resistance and ethical consumption. Stephen Brown is Professor of Marketing Research at the University of Ulster, Northern Ireland. He is no relation to Dan Brown, though he wishes it were otherwise. He is hopeful, however, that The Marketing Code, his latest block- buster, will benefit from its shameless attachment to Dan Brown’s coat-tails. Written as a thriller, it reveals that The Da Vinci Code was a marketing conspir- acy from start to finish. He has also written loads of other books and journal articles (see: www.sfxbrown.com). Douglas Brownlie teaches and researches in marketing subjects in the Department of Marketing at the University of Stirling, Scotland. He previ- ously did this at the University of Strathclyde, the University of Glasgow and University College Cork. He has published widely on topics including con- sumer culture theory, marketing management and technology forecasting. Marylouise Caldwell is a Senior Lecturer in Marketing at the University of Sydney, Australia. She has published in various journals including European Journal of Marketing, International Journal of Arts Management, Psychology and Marketing, Advances in Consumer Research, Qualitative Market Research