Goncalves Filho, Cid; Chinelato, Flavia Braga; Couto, … - In: Management Research Review 45 (2021) 6, pp. 735-759
Purpose: This study aims to empirically demonstrate the direct impact of brand tribalism on brand loyalty, revealing how the intrinsic elements of brand tribalism operate within an arena of high self-expressive brands. Design/methodology/approach: A quantitative survey was carried out. A...