Customers’ relationships leading to brand tribalism and tribe behavioral intentions |
| |
Institution: | 2. Department of Otolaryngology-Head and Neck Surgery, College of Medicine, Pusan National University, Busan, Republic of Korea;3. Department of Otolaryngology-Head and Neck Surgery, College of Medicine, Pusan National University and Research Institute for Convergence of Biomedical Science and Technology, Pusan National University Yangsan Hospital, Yangsan, Republic of Korea |
| |
Abstract: | This study investigates the influence of customer relationships on brand tribalism and tribe behavioral intention in the cruise industry. A survey was conducted on a sample of 254 luxury cruise travelers. Results suggest that customer/brand and customer/other cruiser relationships have positive influences on brand tribalism, leading to brand tribe behavioral intention. Involvement moderates the influence of sense of community on brand tribe behavioral intention. Despite the critical importance of successful brand management, it has been little known the leading factors affecting brand tribalism. Furthermore, there is a linkage void with relationship marketing although it is significantly related to brand management. To fill this gap, this paper proposes an explanatory model in which the two leading factors of the relationship are associated with brand tribalism, leading to brand tribe behavioral intentions. The findings will contribute to the development of brand-related theory and managerial directions for practitioners. |
| |
Keywords: | Brand tribalism Luxury cruise Relationship marketing Behavioral intention |
本文献已被 ScienceDirect 等数据库收录! |
|