How to form brand tribalism with interpretative-structural modeling method

Document Type : Research Paper

Authors

1 Lorestan university assistant professor, Management faculty, Korramabad, Iran

2 Associate Professor of Business Management Department, univercity lorestan, khoramabad, iran

3 . Associate Professor of Business Management Department, univercity lorestan, khoramabad, iran

4 assistant Phd student, Management faculty, Lorestan university, Korramabad, Iran

10.22051/bmr.2023.42221.2408

Abstract

In marketing management, there is a situation in which a group of customers advertise for a brand based on common beliefs and prejudices in the virtual space. In line with the need to support the production of domestic industries, brand tribalism can be a suitable strategy to guide these industries and their products towards success by taking advantage of common prejudices and creating interest and loyalty to the products produced by domestic industries. . Therefore, the present research was conducted with the aim of providing a model of the emergence of brand tribalism and how brand tribalism is formed with the interpretive structural modeling method.This research based on mixed research and qualitatively and quantitatively in an inductive comparative paradigm, which is practical in terms of purpose and survey in terms of nature and descriptive method. The statistical population of the research is experts whose sample members were selected by snowball sampling method and based on the principle of theoretical adequacy. The data collection tool in the qualitative part is a semi-structured interview, whose validity and reliability were tested with the content method and theoretical validity and reliability within the coder of the intermediary. Also, the data collection tool in the quantitative section is a questionnaire whose validity and reliability were measured by content validity and retest reliability methods. The research results include identifying the components of brand tribalism and presenting a model of how this concept is formed. The model of brand tribalism in this research has been developed in four main levels based on the formation platforms, interrelated and intervening factors, dimensions of brand tribalism and its consequences.

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References

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