Video games have become a global economic, social, and consumption phenomenon. Within the video game industry, massively multiplayer online role playing games (MMORPGs) have demonstrated unprecedented growth in recent years by attracting more than 50 million consumers who spend in excess of...

Purpose The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement. Design/methodology/approach Using survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses. Findings Only the sense of community...

Purpose The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude. Design/methodology/approach Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis...