Maffesoli and consumer tribes developing the theoretical links

This research commentary argues that, despite the frequent citing of Michel Maffesoli's book The Time of the Tribes (1996 [1988]) in the consumer literature, the theoretical link between his work on neo-tribes and the literature on consumer tribes is rather weak. Maffesoli's central neo-tribal ideas of the affectual nebula, undirected being-together, the religious model, elective sociality and the law of secrecy are not taken up in consumer tribal discourse. Accounts of Maffesoli's ideas within this discourse are either mainly descriptive or primarily concerned with the notion of 'ephemeral gatherings'. Maffesoli's own (2007) chapter in the edited collection Consumer Tribes (Cova et al., 2007) makes no reference to consumer tribes, nor does he take that opportunity to develop his earlier ideas on neo-tribes. The author, therefore, calls for attention to be paid to the neglected aspects of Maffesoli's seminal book in the context of work on brand communities and consumer tribes, and for further development of the consumer tribal metaphor.