... on brand tribalism (mainstream community) and for commitment on brand tribalism (deviant community). Research limitations/implications Using data from video gamers within mainstream and deviant communities may constrain external validity. As effect sizes in this setting are cognized, researchers have...

...Harry A. Taute; Jeremy J. Sierra; Larry L. Carter; Amro A. Maher Purpose The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude. Design/methodology/approach Using survey data from 190 US...

...Lorna Ruane; Elaine Wallace Purpose – This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study...