...Mohammad Soliman; Maha K. Al-Balushi; Mohamed Al-Wahaibi; Abeer Al-Wahaibi; Aseela Nasser Al Harthi Purpose Brand tribalism (Btrib) has been unveiled in various settings. Notably, limited attention has been given its predictors and outcomes within the airline industry. This study aims...

... Muslim and non-Muslim visitors. Findings Self-expressive value was significantly affected by halal brand personality. Self-expressive value was a direct antecedent of brand tribalism, which affects brand loyalty. Brand tribalism positively affected brand loyalty. No differences between Muslim and non...