Brand loyalty through brand tribalism: an anthropological perspective

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.