1.
Marketing Theory
; 2023.
Article
in English
| Scopus | ID: covidwho-2239873
ABSTRACT
This article introduces the special section, "Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research. © The Author(s) 2023.