 Brand relationships through brand reputation and brand tribalismCleopatra Veloutsou and Luiz Moutinho Journal of Business Research, 2009, vol. 62, issue 3, 314-322 Abstract: The academic research on branding of consumer products and services is increasingly considering the degree of connectedness between consumers and brands as a key issue of investigation. The literature in this area investigates the nature and the strength of the relationship that consumers develop with brands, as well as the trend of joining brand tribes or brand communities in order to demonstrate and share with others their feelings towards and preference to brands. However, the impact of the overall perceptions of the brands in the form of its reputation and brand tribalism on brand relationships is so far unexplored in the existing literature. Using data collected from 912 respondents, this paper explores the importance of the long term brand reputation and brand tribalism on the strength of brand relationships. The findings suggest that brand tribalism is a better predictor of the strength of brand relationships than the long term brand reputation itself. Keywords: Branding; Brand; relationships; Brand; communities; Tribal; brands; Brand; reputation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:3:p:314-322 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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