TY  - GEN 
AU  - Sanz Marcos, Paloma
A4  - Marketing y Comunicación
PY  - 2020
SN  - 1944-7175
UR  - http://hdl.handle.net/10498/30290
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...
LA  - eng
PB  - Taylor and Francis
KW  - tribal branding
KW  - tribal marketing
KW  - consumer tribes
KW  - surf
KW  - communities
TI  - Surfers’ consumer behaviour from a tribal branding perspective
DO  - 10.1080/10696679.2020.1787179
ER  -