Brand Tribalism under the Anthropological Perspective in a High Self Expressiveness Category: Social Influences and Brand Outcomes

Informações

Código: MKT1689
Divisão: MKT - Marketing
Tema de Interesse: Tema 08 - Gestão de Relacionamentos e Relacionamentos Consumidor-Marca

Autores

Cid Gonçalves Filho (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) cid@fumec.br
THIAGO MENDES DA MOTTA COUTO (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) thiagomendescouto@gmail.com
Renata de Sousa da Silva Tolentino (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) Rsousa@fumec.br
Flavia Braga Chinelato (Departamento de Posgrado en Negocios/CENTRUM Católica Graduate Business School - Pontificia Universidad Católica del Perú, Lima, Perú) flaviachinelato@gmail.com

Resumo

Communities, tribes, and cults may be separable only by the degree of following, connectedness and social identification. A tribe is defined as a network of heterogeneous persons who are linked by a shared passion or emotion for a brand or product. Regarding recent interest in this phenomenon, a restrict volume of research has been done. No research was accomplished with high involvement/self expressiveness brands. On the other hand, proven instruments measuring brand tribalism are limited. In this sense, this research studied brand tribalism under the anthropological perspective, its antecedents and how it contributes to Brand Loyalty in high self expressiveness and involvement category. Quantitative survey research was carried out with 336 respondents members of motorcycle groups.Structural Equation Modelling was used to process the results. Brand tribalism can explain 71% of brand loyalty. Results show that loyalty is a consequence of the sense of community and lineage. As antecedents of brand tribalism, it was observed the impact of self-expressiveness and the influence of social networks in order to foment self expressiveness, keep the social structure and stimulate the defense of the tribe. Therefore, this research contributes to revealing how brand tribalism operates in high involvement/self expressiveness brands in networked marketplaces.

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