Document Type
Conference Proceeding
Publication Date
Spring 2023
Abstract
This research aims to determine whether brand tribes could provide their members with transformational benefits. It investigates, for one of the first times, the link between two key concepts of brand tribalism and customer-level transformation. By looking closely at the individual-level outcomes of joining brand tribes, this research complements a large body of past research that has mostly emphasized collective nature of tribalism. We conducted a self-administered online targeted survey undergraduate and graduate students of a large North-American university about their preferred brand of smart phone. The results, brand tribalism was found to be a major antecedent of transformational experiences in customers.
Recommended Citation
Shobeiri, S., and Bernard, J.-L. (2023). Could brand tribes facilitate transformation of their members?. Association of Marketing Theory and Practice Proceedings 2023. 18. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/18
