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Brand relationships through brand reputation and brand tribalism

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  • Veloutsou, Cleopatra
  • Moutinho, Luiz

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.

Suggested Citation

  • Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:314-322
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    References listed on IDEAS

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    Cited by:

    1. Plewa, Carolin & Ho, Joanne & Conduit, Jodie & Karpen, Ingo O., 2016. "Reputation in higher education: A fuzzy set analysis of resource configurations," Journal of Business Research, Elsevier, vol. 69(8), pages 3087-3095.
    2. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 3, pages 123-134, April.
    3. Edward Wang & Lily Chen & I. Chen, 2015. "The antecedents and influences of airline loyalty programs: the moderating role of involvement," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 257-280, June.
    4. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
    5. Emanuela Maria AVRAM, 2016. "The Relationship Between The University Image And Students' Willingness To Recommend It," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 115-123, December.
    6. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
    7. repec:tei:journl:v:10:y:2017:i:3:p:7-17 is not listed on IDEAS
    8. Usman Ahmad & Muhammad Kashif & Jessica Eaton & Rooma Qadeer, 2014. "Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 109-122.
    9. Goran Vlašić & Josef Langer, 2012. "Concept of reputation: different perspectives and robust empirical understandings," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 24(2), pages 219-244.
    10. repec:eee:jbrese:v:80:y:2017:i:c:p:218-227 is not listed on IDEAS
    11. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    12. Merrilees, Bill & Miller, Dale, 2010. "Brand morphing across Wal-Mart customer segments," Journal of Business Research, Elsevier, vol. 63(11), pages 1129-1134, November.
    13. Grisaffe, Douglas B. & Nguyen, Hieu P., 2011. "Antecedents of emotional attachment to brands," Journal of Business Research, Elsevier, vol. 64(10), pages 1052-1059, October.
    14. Izlem Gozukara & Osman Yildirim, 2015. "The Effect of Perceived Corporate Reputation of a Turkish University on Affective Commitment of Students," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(11), pages 78-93, November.
    15. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    16. Bartikowski, Boris & Walsh, Gianfranco & Beatty, Sharon E., 2011. "Culture and age as moderators in the corporate reputation and loyalty relationship," Journal of Business Research, Elsevier, vol. 64(9), pages 966-972, September.

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