TY - JOUR
T1 - Brand loyalty through brand tribalism
T2 - an anthropological perspective
AU - Goncalves Filho, Cid
AU - Chinelato, Flavia Braga
AU - Couto, Thiago Mendes Motta
N1 - Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2022/5/9
Y1 - 2022/5/9
N2 - Purpose: This study aims to empirically demonstrate the direct impact of brand tribalism on brand loyalty, revealing how the intrinsic elements of brand tribalism operate within an arena of high self-expressive brands. Design/methodology/approach: A quantitative survey was carried out. A structured questionnaire was applied to active members of motorcycle clubs. It was obtained 336 responses and structural modeling was applied to test a hypothetical model. Findings: This research shows that community and lineage were significantly related to brand loyalty, with a sense of community demonstrating the most decisive influence. Therefore, the study reveals that loyalty can be built through brand tribalism across strategies that foment collective social identity and friendship sentiments among brand consumers. Practical implications: To increase brand loyalty, managers should associate their brands with the sense of community of tribe members and create associations within the brand and its consumers through brand communication and experiences, reinforcing brand owners’ lineage’s singularity. Originality/value: This is the unique study demonstrating how to forge brand loyalty through brand tribalism’s multidimensional perspective, presenting findings on how its intrinsic factors can boost loyalty within self-expressive product brands.
AB - Purpose: This study aims to empirically demonstrate the direct impact of brand tribalism on brand loyalty, revealing how the intrinsic elements of brand tribalism operate within an arena of high self-expressive brands. Design/methodology/approach: A quantitative survey was carried out. A structured questionnaire was applied to active members of motorcycle clubs. It was obtained 336 responses and structural modeling was applied to test a hypothetical model. Findings: This research shows that community and lineage were significantly related to brand loyalty, with a sense of community demonstrating the most decisive influence. Therefore, the study reveals that loyalty can be built through brand tribalism across strategies that foment collective social identity and friendship sentiments among brand consumers. Practical implications: To increase brand loyalty, managers should associate their brands with the sense of community of tribe members and create associations within the brand and its consumers through brand communication and experiences, reinforcing brand owners’ lineage’s singularity. Originality/value: This is the unique study demonstrating how to forge brand loyalty through brand tribalism’s multidimensional perspective, presenting findings on how its intrinsic factors can boost loyalty within self-expressive product brands.
KW - Anthropological perspective
KW - Brand loyalty
KW - Brand tribalism
KW - Consumer-brand relationships
KW - Marketing management
KW - Purchase intentions
KW - Self-expressiveness brands
UR - http://www.scopus.com/inward/record.url?scp=85115099233&partnerID=8YFLogxK
U2 - 10.1108/MRR-01-2021-0022
DO - 10.1108/MRR-01-2021-0022
M3 - Article
AN - SCOPUS:85115099233
SN - 2040-8269
VL - 45
SP - 735
EP - 759
JO - Management Research Review
JF - Management Research Review
IS - 6
ER -