Surfers’ consumer behaviour from a tribal branding perspective

Abstract

The main objective of this paper is twofold, examine the tribal branding theory in a qualitative empirical manner addressing Spaniards surfers as consumers; and, explore the implications of these groups from a brand management viewpoint. Different qualitative research methods were employed in preparing this article: 11 in-depth interviews were conducted with the managers of the Spain’s most representative surf brands, as well as four focus groups that were held with a total of 29 participants representing relevant clusters. The results obtained indicate that the study of Spaniard surfing consumers from a consumer tribe standpoint is inadequate. The main reason for this inadequacy is that Spaniard surfers do not develop or foster an emotional bond that exposes the existence of a linking value. Certain managerial implications were also detected. For example, a lack of communication was found between brand professionals and their consumers.