Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

Garry, Tony; Broderick, Amanda J.; Lahiffe, Katy

doi:10.1362/026725708x381993

Cited by 17 publications

(12 citation statements)

References 32 publications

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“…Although some authors suggest that an organization possesses multiple social identities [37], others consider the various forms of social identity as being social representations of the organization [37,39]. In the marketing literature, the use of the concept of social identity has indeed produced several forms, particularly corporate identity [21,40,41], visual identity [19,42], corporate branding [20], corporate image [22,43], and corporate reputation [44,45]. These are the notions that apply to firms as corporate entities and that rest on corporate characteristics [46].…”

Section: Social Identitymentioning

confidence: 99%

The Mediating Role of Customer Trust on Customer Loyalty

Nguyen¹,

Leclerc²,

LeBlanc³

2013

JSSM

119

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The review of the literature reveals various relationships between the constructs of social identity, customer trust, and customer loyalty. Such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. From this perspective, the purpose of this study is to evaluate the mediating role of customer trust on customer loyalty in presence of corporate social identity in the context of financial institutions. Using data collected from 1296 customers-members of credit unions, the results of this study help to legitimize the idea that customer trust intervenes as a mediating variable that enhances the impact of corporate identity, corporate image and the reputation of the firm on customer loyalty. The implications of the study are discussed from both the research and managerial perspectives.

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Section: Social Identitymentioning

confidence: 99%

The Mediating Role of Customer Trust on Customer Loyalty

Nguyen¹,

Leclerc²,

LeBlanc³

2013

JSSM

119

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“…Among the motivations that push individuals to self-categorization there is the need of increasing self-esteem, social identity and social prestige (Ellemers, Kortekaas, & Ouwerkerk, 1999). Moreover, tribal members develop a sense of community and solidarity, ethnocentrism, devotion, emotional connection, secrecy, and sustenance of the collective (Garry, et al, 2008;Maffesoli, 1996).…”

Section: The Concept Of Tribe In Marketingmentioning

confidence: 99%

Put your money where your mouth is: Using deep learning to identify consumer tribes from word usage

Gloor

Colladon

Oliveira³

et al. 2020

International Journal of Information Management

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Internet and social media offer firms novel ways of managing their marketing strategy and gain competitive advantage. The groups of users expressing themselves on the Internet about a particular topic, product, or brand are frequently called a virtual tribe or E-tribe. However, there are no automatic tools for identifying and studying the characteristics of these virtual tribes. Towards this aim, this paper presents Tribefinder, a system to reveal Twitter users' tribal affiliations, by analyzing their tweets and language use. To show the potential of this instrument, we provide an example considering three specific tribal macro-categories: alternative realities, lifestyle, and recreation. In addition, we discuss the different characteristics of each identified tribe, in terms of use of language and social interaction metrics. Tribefinder illustrates the importance of adopting a new lens for studying virtual tribes, which is crucial for firms to properly design their marketing strategy, and for scholars to extend prior marketing research.

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“…Sponsorships for community relations are perceived by consumers to be altruistic and, therefore, more likely to result in enhanced brand image (Mack, 1999;Quester and Thompson, 2001). In contrast, commercially driven sponsorships are often perceived to be overtly exploitative or egotistical (Garry et al, 2008;Rowley and Williams, 2008).…”

Section: Sponsorship Overviewmentioning

confidence: 99%

Beyond brand exposure: measuring the sponsorship halo effect

Vance

Raciti

Lawley

2016

MBE

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Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Tribal motivation in sponsorship and its influence on sponsor relationship development and corporate identity

Cited by 17 publications

References 32 publications

The Mediating Role of Customer Trust on Customer Loyalty

The Mediating Role of Customer Trust on Customer Loyalty

Put your money where your mouth is: Using deep learning to identify consumer tribes from word usage

Beyond brand exposure: measuring the sponsorship halo effect

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