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.

中文翻译：

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通过品牌部落主义实现品牌忠诚度：人类学视角

目的

本研究旨在实证证明品牌部落主义对品牌忠诚度的直接影响，揭示品牌部落主义的内在元素如何在高度自我表达的品牌领域内运作。

设计/方法/方法

进行了定量调查。对摩托车俱乐部的活跃成员进行了结构化问卷调查。它获得了 336 个响应，并应用结构建模来测试假设模型。

发现

这项研究表明，社区和血统与品牌忠诚度显着相关，其中社区意识具有最决定性的影响。因此，研究表明，忠诚度可以通过品牌部落主义跨策略建立，这些策略可以在品牌消费者中激发集体社会认同和友谊情感。

实际影响

为了提高品牌忠诚度，管理者应该将自己的品牌与部落成员的社区意识联系起来，并通过品牌传播和体验在品牌及其消费者内部建立关联，强化品牌所有者的血统独特性。

原创性/价值

这是一项独特的研究，展示了如何通过品牌部落主义的多维视角打造品牌忠诚度，展示了其内在因素如何提高自我表达产品品牌的忠诚度的研究结果。