ABSTRACT
In his pioneering article, Cova (1997) examines how people form bonds through consuming products and experiences in a postmodern society. He suggests individuals form ‘tribes’ through these consumption processes. Each tribe
contains unique social and interpersonal dynamics, which are often related to the shared product or brand thus forming what Muñiz and O’Guinn (2001) name a ‘brand community’. This chapter explores tribe and brand community concepts within a gaming context by examining meanings inherent to consumption processes for US and French participants of a battle re-enactment game titled Warhammer. To date, very little consumer culture research has examined gaming communities from this perspective.
