Brand tribalism as a strategic pillar to business success in the sports shoes market

Abstract

Major shoe companies have been using brand tribalism as a business pillar more often, and more effectively. This study is dedicated to observe the phenomenon of brand tribalism and how they help these companies make decisions (and sustain them long-term). Society, in the current globalized context, is increasingly inserted in its virtual social circles and allows for more possibilities of companies’ access to consumer-created content. Larger access also makes the collection of information severely easier. This paper brought a psychological and managerial exploration of this bilateral relationship “consumer company” in the sphere of consumer behavior of brands, brand tribes and communities (as strategic pillars). A theoretical model was created with different variables as to allow the construction of an analysis. The variables are: ‘social’, ‘defense of tribe’, sense of community’, ‘lineage’, ‘purchase. Intention’, and ‘willingness to pay’. Quantitative data of 204 respondents and a descriptive methodology of research were the methods used to validate the theoretical model and the correlation between variables. The results enabled a view onto how brand tribalism has been used for business success within the sports shoes market. The correlations are of moderate to strong intensity between Brand Tribalism and the consumer’s intention and willingness to purchase. These results lead to the belief that customers that engage in brand communities have a stronger desire purchase and are willing to pay more for shoes as brands increase the value of shoes whether physically or with partnership storytelling. The study brings evidence that brands that invest more in adding value to products with use of brand tribalism and brand community elements will have returns that tend to be increasingly positive. Profitability and sales will increase as brands foster their connection with consumers and the connection that consumers have with each other. This study can be explored further but it already shows great contribution to empirical knowledge that is already discussed among respected personalities that have worked in this industry and its related entertainment industry for many years thus far.