Antecedents and consequences of brand tribes in sports organizations:the role of brand personality dimensions

Abstract

Purpose -This study examines how the brand personality dimensions of a sports brand organization influence brand tribalism, and the subsequent effects of tribalism on three consumer behavioral responses: loyalty, WOM, and recruitment.Theoretical framework -We base our conceptualization of sports brand personality on Tsiotsou's (2012) model of brand personality, with five dimensions: competitiveness, prestige, morality, authenticity, and credibility. The study also uses Taute and Sierra's (2014) model of brand tribalism, with four dimensions: lineage, social structure, sense of community, and defense of the tribe.Design/methodology/approach -We present a theoretical model estimated using data from a sample of 1,662 soccer fans of Spanish LaLiga clubs. The model is estimated using the PLS algorithm.Findings -We show that brand morality, prestige, and competitiveness have a positive influence on brand tribalism, while brand credibility and authenticity have a negative or non-significant influence on tribalism. Our results also support the notion that sports brand tribalism encourages fans to be more loyal and to engage in more positive WOM and recruitment behaviors.Practical & social implications of research -Managers should focus on improving the perceived morality (sustainable and socially responsible behaviors), prestige, and competitiveness of the sports brand.Originality/value -We show which dimensions of a sports brand personality influence brand tribalism, and its subsequent behavioral effects.