Antecedents and consequences of brand tribes in sports organizations:the role of brand personality dimensions
Carlos Nagore,
Joaquin Aldas-Manzano,
Rafael Curras-Perez
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 … Show more
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