Surfers’ consumer behaviour from a tribal branding perspective

Abstract

This paper investigates tribal consumption behaviour and its relationship to branding in the particular context of the Spaniard surfing community. The aim is to examine what kind of relationships are established between surf brands and their consumers and their consequences from a tribal branding perspective. Different qualitative research methods were employed in combination. On the one hand, 11 in-depth interviews were conducted with the managers of the most representative surf brands operating in the Spaniard market, and, on the other hand, four focus groups were held with a total of 29 participants representing relevant clusters. The results indicate that the study of Spaniards surf consumers from a conceptual consumer tribe perspective is inadequate since Spaniards surfers do not develop any emotional bonds that reveal the existence of a linking value. Managerial implications were also detected. There was a lack of communication pointing to the absence of any affinity between brand professionals and their consumers, mainly due to the former’s lack of management skills.