Brand relationships through brand reputation and brand tribalism

Veloutsou, C. and Moutinho, L. (2009) Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), pp. 314-322. (doi: 10.1016/j.jbusres.2008.05.010)

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The academic research on branding of consumer products and services is increasingly considering the degree of connectedness between consumers and brands as a key issue of investigation. The literature in this area investigates the nature and the strength of the relationship that consumers develop with brands, as well as the trend of joining brand tribes or brand communities in order to demonstrate and share with others their feelings towards and preference to brands. However, the impact of the overall perceptions of the brands in the form of its reputation and brand tribalism on brand relationships is so far unexplored in the existing literature. Using data collected from 912 respondents, this paper explores the importance of the long term brand reputation and brand tribalism on the strength of brand relationships. The findings suggest that brand tribalism is a better predictor of the strength of brand relationships than the long term brand reputation itself.

Item Type:Articles
Keywords:Brand relationships, brands
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz and Veloutsou, Professor Cleopatra
Authors: Veloutsou, C., and Moutinho, L.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Business Research
Published Online:06 August 2008

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