Brand Tribalism Research Articles

Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

ABSTRACT This study developed environmental, social, and governance (ESG) attributes in the hotel industry and tested their effect on hotel brand and consumer behavior using mixed methods. The qualitative approach was used to develop 11 hotel ESG attributes, while the quantitative approach was used to test research hypotheses. Furthermore, a fuzzy-set qualitative comparative analysis was used to test necessary and sufficient conditions. The results showed that most of the hypotheses were accepted, and that hotel ESG attributes had a positive effect on hotel brand and consumer behavior. Based on the results, this study provides meaningful and important insights into hotel ESG.

Emotional Brand Attachment, Brand Tribalism, and Co-creation in Luxury Hotels: Insights from Emerging Economies

Introduction In the exquisite tapestry of hospitality, luxury hotels have always concentrated on the comfort of the customer. However, the shifting shades of time unfolded the art of managing customers' emotions to strengthen hotel-customer relationships. Methods This trend has resulted in luxury hotels focusing on customers' value co-creation behaviour by weaving the emotions of the customers into a collaborative service symphony and ensuring that customers self-identify themselves with the luxury hotel and its other customers as a tribe. There are scant studies on the contribution of customer value co-creation behaviour towards luxury hotels; therefore, this study aimed to examine the emotional psychology of customers and their behaviour by evaluating a model curated between emotional brand attachment, brand tribalism, and customer value co-creation behaviour. Data for the study were collected by facilitating structured questionnaires to 399 Indian customers of luxury hotels. The proposed model was empirically examined by the structural equation modelling technique. Results The results confirmed that emotional brand attachment and brand tribalism positively affect customer value co-creation behaviour. Emotional brand attachment also positively affects brand tribalism in customers of luxury hotels. The findings offer a fresh perspective for marketers, researchers, and academicians by validating that emotions play a vital role in promoting brand tribalism and inducing value co-creation behaviour in the customers of luxury hotels. Additionally, the study validates that brand tribalism affects value co-creation behaviour. Conclusion This study is unique as it provides a holistic view of factors that are crucial for luxury hotels in the competitive landscape to promote a collaborative spirit of the customers, progress on relational management, and understand the emotional psychology of the customer.

Customer engagement, moral identity and oppositional brand loyalty in virtual communities

PurposeOppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a price premium and brand evangelism) and negative (schadenfreude and anti-brand actions) dimensions. It then explores how customer engagement and moral identity influence these dimensions in the context of brand competition.Design/methodology/approachStructural equation modeling was conducted to analyze the main and moderating effects, using survey data obtained from 498 valid responses out of a total of 636 responses from Xiaomi's virtual communities.FindingsThe results indicate that customer engagement significantly influences all four dimensions of oppositional brand loyalty. The relationship between customer engagement and brand evangelism is notably stronger among customers with a strong moral identity. Conversely, the effects of customer engagement on schadenfreude and anti-brand actions are attenuated for these customers.Originality/valueAnchored in theories of brand tribalism, social identity and brand polarization, this study bifurcates oppositional brand loyalty into directions of preference and antagonism, empirically showcasing moral identity's moderating effect. It contributes to the literature on antagonistic loyalty and moral identity, offering strategic insights for companies to navigate schadenfreude and anti-brand actions in online communities.

Pengaruh Citra Produk, Pengalaman Produk, dan Brand Tribalism Terhadap Loyalitas Produk Pada Produk Thrift Fashion Di Yogyakarta

This research aims to determine the influence of product image, product experience, and brand tribalism on product loyalty in Thrift Fashion products in Yogyakarta. The study was conducted in the Special Region of Yogyakarta in 2023, with a sample size of 130 respondents. The technique used in this research employed non-probability sampling using purposive sampling method. Data analysis in this research used IBM SPSS Statistics 26 with multiple linear regression analysis technique at a significance level of α = 0.05. The results of the research indicate that partially, product image, product experience, and brand tribalism have a positive and significant effect on product loyalty. Simultaneously, product image, product experience, and brand tribalism have a significant effect on product loyalty. The magnitude of the influence of product image, product experience, and brand tribalism on product loyalty is indicated by the Adjusted R Square value of 56%.

Toward a better understanding of key determinants and consequences of masstige consumption

Consumption of masstige brands has emerged as an important research domain. This study investigates the key determinants, mediators, and consequences of masstige brands as they impact the willingness to pay a premium price. Following a pre-test with experts, we identified several brands belonging to masstige categories. Based on a sample of 1249 U.S. respondents, the data were analyzed using structural equation modeling to test the proposed conceptual model. The findings reveal that ideal self-congruence, brand tribalism, inconspicuousness, and brand engagement are key determinants of willingness to pay a premium price through the mediating effect of brand equity and brand happiness. This study’s contribution to the literature is critical because it helps better understand the relevant factors underlying the emerging domain of masstige consumption. The theoretical and managerial implications, limitations, and future research directions are also discussed.

Antecedents and consequences of brand tribes in sports organizations:the role of brand personality dimensions

Antecedents and consequences of brand tribes in sports organizations:the role of brand personality dimensions

PSYCHOGRAPHIC MOTIVES AND SELF-CONCEPT RESONATE: A STUDY OF LOYALTY AND ADVOCACY OF FASHION IN THE MILLENNIAL CONSUMERS

This study scrutinizes the impact of psychographic motivators on brand resonance within the context of the clothing and textile industry. A sequential framework of self-expressive brands and brand tribalism has been developed, considering the brand consciousness in the millennial generation of Pakistan. The data were collected from 413 consumers from all major cities of Pakistan, every individual of millennial generation, who uses clothing brands, is a part of the population for this study, the anonymity and confidentiality of respondents will also be ensured. The questionnaire was used to capture the responses of the respondents. After the completion of the survey, analysis was carried out via structural equational modeling, for a better and comprehensive analytical understanding of primary data, using SPSS 21 and AMOS 21, a structural model tested hypothesized relationships. The research is beneficial for the marketers and their brand managers and will enable the answers to how organizations could take advantage of the brand tribes and facilitate marketers in increasing the brand relationships, resulting in strengthening the brand worth. The fruitful relationship with consumer has the utmost significance in the marketing field. Therefore, the study will investigate the new venues of today’s marketing world and would enable marketers to understand how their prime assets, i.e., their customers, feel unique and affiliate about their self-identities with the brands, which ultimately contributes to greater loyalty and strong powerful brand advocacy in the textile industry, as customers are the prime stakeholders of any business and industry. Therefore, the study findings suggest that, in clothing and fashion industry, psychographic motivators and brand tribalism both are meant for the brand relationships necessary for value creation and customer relationship.

Is halal universal? The impact of self-expressive value on halal brand personality, brand tribalism, and loyalty: case of Islamic hospitals

PurposeThe purpose of this study is to examine the antecedents and consequences of halal brand personality in the hospital industry by comparing Muslim and non-Muslim Islamic hospital visitors.Design/methodology/approachOnline questionnaires were distributed to 113 Muslim and 100 non-Muslim Islamic hospital visitors using a purposive proportional sampling technique. The structural equation modelling (SEM) method was used, which is appropriate for complex model testing. SEM was used for both the second-order model and multigroup analysis to compare Muslim and non-Muslim visitors.FindingsSelf-expressive value was significantly affected by halal brand personality. Self-expressive value was a direct antecedent of brand tribalism, which affects brand loyalty. Brand tribalism positively affected brand loyalty. No differences between Muslim and non-Muslim visitors were found, indicating that halal is a universal concept, particularly in the hospital brand personality context.Practical implicationsIslamic hospital marketing managers should empower visitors to build strong brand advocacy. These strategies may lead to new hospital visitors and can be achieved by creating user-generated content distributed via social media. User-generated content is a powerful form of brand advocacy, as non-customers do not view it as marketing.Originality/valueThis study provides insightful empirical contributions to brand literature by showing that halal is a universal and inclusive concept, relatively accepted by consumers regardless of their religious background. This study also offers managerial insights for hospital policymakers in developing strategic programs to strengthen Islamic hospitals' halal brand personalities.

Brand loyalty through brand tribalism: an anthropological perspective

PurposeThis 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/approachA 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.FindingsThis 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 implicationsTo 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/valueThis 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.

The Relationship among Personality Traits, Brand Tribalism, and Brand Commitment: Mediating Effects of Brand Trust and Perceived Switching Cost

The Relationship among Personality Traits, Brand Tribalism, and Brand Commitment: Mediating Effects of Brand Trust and Perceived Switching Cost

Customers’ relationships leading to brand tribalism and tribe behavioral intentions

Abstract This study investigates the influence of customer relationships on brand tribalism and tribe behavioral intention in the cruise industry. A survey was conducted on a sample of 254 luxury cruise travelers. Results suggest that customer/brand and customer/other cruiser relationships have positive influences on brand tribalism, leading to brand tribe behavioral intention. Involvement moderates the influence of sense of community on brand tribe behavioral intention. Despite the critical importance of successful brand management, it has been little known the leading factors affecting brand tribalism. Furthermore, there is a linkage void with relationship marketing although it is significantly related to brand management. To fill this gap, this paper proposes an explanatory model in which the two leading factors of the relationship are associated with brand tribalism, leading to brand tribe behavioral intentions. The findings will contribute to the development of brand-related theory and managerial directions for practitioners.

Brand Tribe Paradoxes: An Overview with Empirical Evidence from Pakistan

Due to the increased importance of marketing, concepts of marketing are continually evolving in the digital era. Creation of consumer tribe for brand promotion and consumption is one of the widely discussed concepts in marketing. As per literature, a tribe is a heterogeneous group of people presenting common interest and preferences for a brand. The links between consumer tribes are weak. Marketers through a marketing campaign, try to strengthen this relationship. Tribalism and tribe activity in favor of brand can be done through two approaches. The first approach is the postmodern approach which encourages users to get a higher status (Platinum, Gold or Silver) in the community via spending more. In contrasts, the second approach of a marketer is based on stimulating and activating a group of users through an opportunity or threat, i.e. limited time offers. However, the creation of tribes and the implementation of these campaigns are not well explained in the literature. Marketers always make haphazard efforts between these approaches while making campaigns. Gap has motivated the researchers to explore and investigate these paradigms of brand tribalism in detail. The current research paper explains and compares the two tribalism approaches. Through the collection of data from automobiles users across Pakistan, the authors have validated and compared both frameworks i.e. anthropological tribal approach and postmodern tribal approach. It has been concluded that the anthropologist approach is better in the context of car market of Pakistan. The researchers recommend the practitioners to follow one approach while creating brand tribes in relationship marketing. The article in detail has guidelines for the markers in the automobile industry. The paper also shares future research areas in brand tribalism for academicians.

Inferred social approval and brand tribalism: a tale of two communities

PurposeUnderstanding consumer engagement in brand-centric collectives remains a critical area of interest in the branding literature. Although various antecedents have been examined in prior research, members’ perceptions regarding how society evaluates such collectives remain under-explored. Focusing on brand tribes as the focal brand-centric consumer collective, the aim of this research is to examine and replicate the effects of inferences regarding societal approval (i.e. reputation, stigma and legitimacy) on members’ commitment to the tribe and brand tribalism.Design/methodology/approachTwo distinct video game communities – one typically described in research and media as mainstream (Study 1; N = 242) and the other as deviant (Study 2; N = 926) – are used for data collection. Structural equation modeling is used to test hypotheses.FindingsInterestingly, the significance and the direction of the paths differ meaningfully for these samples. For the mainstream community, reputation relates positively to legitimacy, while stigma relates inversely to both legitimacy and commitment. For the deviant community, reputation relates positively to legitimacy, while stigma relates positively to both legitimacy and commitment. For the mainstream community, reputation relates positively to commitment; for the deviant community, this relationship is non-significant. In turn, positive effects are found for legitimacy and commitment on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community).Research limitations/implicationsUsing data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have additional benchmarks for future brand tribalism research.Practical implicationsPerceived societal approval influences engagement in brand communities, albeit in different ways depending on the type of community. Therefore, perceptions of societal approval among current and potential brand community members must be acknowledged and understood by marketers. Within mainstream and deviant video game communities, such tribal-laden following exists. By further understanding determinants of brand tribalism, marketers and brand managers are in a better position to devise adroit strategies that appeal to targeted consumers, thereby boosting brand value.Originality/valueConceptualizing brand tribalism anthropologically, this study adds to the branding literature by examining cardinal, brand community/tribe-linked antecedents of brand tribalism, whereas previous study explores brand tribalism from the perspective of members’ evaluation of focal brands and existing community members. This investigation is fixated on members’ perceptions of societal impressions of the brand tribe, offering novel insight to brand tribe formation. Further, although pure replication is pursued, the results of the path analysis between the mainstream and deviant community samples vary, suggesting not all tribes are formed equally even within the same industry/context.

Brand tribalism in technology and sport: determinants and outcomes

Size notwithstanding, brand tribes are prominent across marketplaces; thus, marketers’ strategic efforts to reach and respond to them must be influenced accordingly. Smartphone consumers and collegiate football fans typify such a tribal-laden following. However, quantitative inquiry of determinants and outcomes of smartphone users’ and collegiate football fans’ brand tribalism is lacking. To help fill this research fissure, two studies were employed. For smartphone consumers, Study 1 (N = 190) examines positive affect as a determinant of, and motivational needs as outcomes of brand tribalism. Among others, the results indicate that positive affect antecedes both defense of the tribal brand and positive response toward the tribal brand. In turn, defense of the tribal brand relates positively to need for power, whereas positive response toward the tribal brand relates positively to need for achievement. For collegiate football fans, Study 2 (N = 188) shows that emotions such as pleasure–arousal–dominance antecede defense of the tribal brand and positive response toward the tribal brand. Brand pride is subsequently influenced, which leads to intention to purchase collegiate football offerings. Implications and future research directions are offered.

A value co-creation model in brand tribes: the effect of luxury cruise consumers’ power perception

Given that power is often considered a psychological construct, it is important to examine whether and how group processes related to brand tribalism promote consumer power, and investigate the effects of power on consumers’ value-co-creation behaviors in the luxury cruise industry. To test a conceptual model that explores these complementary phenomena, structural equation modeling analyses are performed with data gleaned from luxury cruise passengers. Analysis results found that brand tribalism positively affects the formation of perceived power among luxury cruise passengers. In addition, luxury cruise passengers’ engagement in activities that co-create value is largely dependent on their power perception. This study contributes to the theoretical development of luxury consumer behavior research, and managerial implications are also discussed based on the findings.

A brand foci model to explain achievement needs: a contradictory explanation

PurposeThe purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement.Design/methodology/approachUsing survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses.FindingsOnly the sense of community dimension of brand tribalism affects brand pride (PRIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (NACHIEVE).Research limitations/implicationsSouth Korean data may confine generalizability. As effect sizes in this context are understood, researchers have an additional benchmark for future brand tribalism and PRIDE research.Practical implicationsThe psychological underpinning and, the presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is also evident within smartphone communities. By further understanding brand tribalism outcomes, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand tribes.Originality/valueSupported by the anthropological view of brand tribalism, this research contributes to the branding literature by examining the indirect effects of brand tribalism on the NACHIEVE through brand-related attitudes and behavioral intentions. Where previous research using westerners indicates the explanatory power of defense of the tribe on brand-related factors, no effect in this regard is found here using eastern smartphone consumers.

A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: a cross-continent replication study

PurposeThe purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude.Design/methodology/approachUsing survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses.FindingsFor these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention.Research limitations/implicationsUsing only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research.Practical implicationsThe psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value.Originality/valueSupported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.

Postmodern consumption in India: a conceptualisation and case synthesis

This paper argues that postmodern consumption of material goods is as much a consumption of the goods themselves as that of 'networked' information. In the process, it seeks to explore the plausible connection between social identity formation, identity enhancement by virtue of additional information in the form of 'warrants', identity dissemination by way of social flow of information and 'brand tribalism' culminating in the final act of 'social consumption'. A social theory of postmodern consumption is proposed. We adopt the 'variable based theory building and case based theory testing' method as enumerated in The Sage Handbook of Innovation in Social Research Methods (2011). An emerging economy such as India being the case testing ground adds a contextual element to the model. This study contributes to the growing body of literature on 'active, co-created consumption' and branding and marketing strategies specifically tailored to the digital-global market.

The formation of Brand Tribes and the Subsequent Behaviour of Brand Tribe Members

The formation of Brand Tribes and the Subsequent Behaviour of Brand Tribe Members

Luxury values as drivers for affective commitment: The case of luxury car tribes

AbstractBrand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury car context. This study explores the effect of luxury values on luxury car affective commitment mediated by brand tribalism and brand reputation. The proposed model was tested through a survey on car brand communities (BMW, Mercedes and Audi). Findings reveal that brand tribalism is more important than brand reputation when developing brand relationship. Functional values are more effective to create brand reputation than to improve brand tribalism. Social values influence more on brand tribalism than on brand reputation. Individual values exercise a significant effect on brand tribalism.