Brand tribalism in technology and sport: determinants and outcomes
Jeremy J. Sierra () and
Harry A. Taute ()
Additional contact information
Jeremy J. Sierra: Texas State University
Harry A. Taute: Utah Valley University
Journal of Brand Management, 2019, vol. 26, issue 2, 209-225
Abstract 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.
Keywords: Brand pride; Brand tribalism; Emotion; Need for achievement; Need for power; Purchase intent (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0121-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:2:d:10.1057_s41262-018-0121-5
Ordering information: This journal article can be ordered from
Access Statistics for this article
Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob
More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().