Brand tribalism in technology and sport: determinants and outcomes

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.