RT journal article
T1 Surfers’ consumer behaviour from a tribal branding perspective
A1 Sanz Marcos, Paloma
A2 Marketing y Comunicación
K1 tribal branding
K1 tribal marketing
K1 consumer tribes
K1 surf
K1 communities
AB 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.
PB Taylor and Francis
SN 1944-7175
YR 2020
FD 2020
LK http://hdl.handle.net/10498/30290
UL http://hdl.handle.net/10498/30290
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026