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

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...

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Bibliographic Details
Published in:Revista brasileira de gestão de negócios 2023-07, Vol.25 (3), p.315-332
Main Authors: Nagore, Carlos, Aldas-Manzano, Joaquin, Curras-Perez, Rafael
Format: Article
Language:English
Subjects:
Authenticity
Behavior
Brand loyalty
Brand personality
Brand tribalism
Collective memory
Competition
Consumer behavior
Credibility
MANAGEMENT
Mediation
Morality
mouth
PLS modeling
Social structure
Sports associations
Subcultures
Word
Word of mouth advertising
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Summary: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. 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.
ISSN:1806-4892
1983-0807
1983-0807
DOI:10.7819/rbgn.v25i3.4229