Brand Tribalism: An Anthropological Perspective

2015 ◽  
pp. 206-206
Author(s):  
Harry A. Taute ◽  
Jeremy J. Sierra
Keyword(s):  
Anthropological Perspective ◽  
Brand Tribalism

Brand tribalism: an anthropological perspective

2014 ◽  
Vol 23 (1) ◽  
pp. 2-15 ◽  
Author(s):  
Harry A. Taute ◽  
Jeremy Sierra
Keyword(s):  
Design Methodology ◽  
Explanatory Power ◽  
Measurement Properties ◽  
Anthropological Perspective ◽  
Content Type ◽  
Repurchase Intentions ◽  
Study Approach ◽  
Brand Engagement ◽  
Anthropological Theory ◽  
Brand Tribalism

Purpose – Companies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they purchase. These brand tribal members share something emotively more than mere brand ownership. As measures of brand engagement continue to evolve, proven instruments measuring brand tribalism and studies investigating its explanatory power are limited. The purpose of this paper is to help fill this research fissure by offering a three-study approach, leaning on Sahlin's anthropological theory of segmented lineage. Design/methodology/approach – In Study 1, the authors develop and evaluate the measurement properties of a brand tribalism scale. Using survey data in Study 2 and Study 3, the applicability of brand tribalism on brand-response variables across two technological contexts is examined. Findings – Data drawn from ordinary brand users confirm scale validity while questioning the efficacy of communal social structures to affect brand attitude and repurchase intentions. Research limitations/implications – Moving consumers from occasional brand users to members of their brand tribe should be one of many company objectives. The studies here offer acumen as to why such objectives should be pursued and how they can be met. Originality/value – The data from the three studies lend insight to the importance of brand tribalism, its measurement properties, and raise issues regarding its effect on key brand-related outcomes.

Brand loyalty through brand tribalism: an anthropological perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cid Goncalves Filho ◽  
Flavia Braga Chinelato ◽  
Thiago Mendes Motta Couto
Keyword(s):  
Sense Of Community ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Anthropological Perspective ◽  
Content Type ◽  
Intrinsic Factors ◽  
Unique Study ◽  
Practical Implications ◽  
Brand Tribalism ◽  
Structured Questionnaire

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 structured questionnaire was applied to active members of motorcycle clubs. It was obtained 336 responses and structural modeling was applied to test a hypothetical model. Findings This research shows that community and lineage were significantly related to brand loyalty, with a sense of community demonstrating the most decisive influence. Therefore, the study reveals that loyalty can be built through brand tribalism across strategies that foment collective social identity and friendship sentiments among brand consumers. Practical implications To increase brand loyalty, managers should associate their brands with the sense of community of tribe members and create associations within the brand and its consumers through brand communication and experiences, reinforcing brand owners’ lineage’s singularity. Originality/value This is the unique study demonstrating how to forge brand loyalty through brand tribalism’s multidimensional perspective, presenting findings on how its intrinsic factors can boost loyalty within self-expressive product brands.

Pelaksanaan Peraturan Pemerintah No. 9 Tahun 1975 dalam Perspektif Sosiologi dan Antropologi Hukum Islam

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
Muchimah MH
Keyword(s):  
Social Environment ◽  
Government Regulation ◽  
Islamic Law ◽  
Marriage Law ◽  
Anthropological Perspective ◽  
Government Regulations ◽  
The Social ◽  
The Government

Government Regulation No. 9 of 1975 related to the implementation of marriage was made to support and maximize the implementation of Law No. 1 of 1974 which had not yet proceeded properly. This paper examines Government Regulations related to the implementation of marriage from the perspective of sociology and anthropology of Islamic law. Although the rules already exist, some people still carry out marriages without being registered. This is anthropologically the same as releasing the protection provided by the government to its people for the sake of a rule. In the sociology of Islamic law, protection is a benchmark for the assessment of society in the social environment. Therefore the purpose of this paper is to find out how the implementation of marriage according to PP. No. 9 of 1975 concerning the Marriage Law in the socio-anthropological perspective of Islamic Law.

Zur Anthropologie Ästhetischer Bildung

2018 ◽  
Vol 94 (4) ◽  
pp. 505-520
Author(s):  
Juliane Noack Napoles ◽  
Jörg Zirfas
Keyword(s):  
Aesthetic Education ◽  
Anthropological Perspective

On the Anthropology of Aesthetic Education A Historical-Systematic Proposition In this article we propose a systematization of Aesthetic Education from an anthropological perspective. Aesthetic Education is centred on anthropology in its dimensions of perception and thought, praxis and formation as well as emotion and relation. For each of them we present two very different authors and their conceptions of Aesthetic Education: with Baumgarten and Hegel we discuss perception and thought, with Locke and Nietzsche we focus praxis and formation, and with Lessing and Wagner we analyse forms of emotion and relation of Aesthetic Education. Aesthetic Education is realized as an anthropological ›interplay‹ of these dimensions, in which it gains its power.

scholarly journals Islands and the world from an anthropological perspective

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Guoqing Ma
Keyword(s):  
External World ◽  
Global Network ◽  
Practical Significance ◽  
Anthropological Perspective ◽  
Historical Process ◽  
Cultural Elements ◽  
The World ◽  
Marine Culture ◽  
External Transformation

Abstract Island studies play an important role in the development of anthropology. It is of academic value and practical significance to understand the island world as the field where multiple modernization forces and globalization interwine. This paper explores the intricate and diverse connections between continental and marine culture from a perspective of “viewing the world through the island”. In terms of overall diversity and exoteric mobility, this paper reviews the various aspects of island studies, examines the internal and external transformation of islands within land-sea interaction, and analyzes the dynamic historical process of the island world’s involvement in the global network, which blends and integrates various cultural elements of the external world. In the context of globalization, the island world is undergoing dramatic changes and in coping with them generating its new features.

Design games as fieldwork: Re-visiting design games from a design anthropological perspective

2021 ◽  
Vol 73 ◽  
pp. 100994
Author(s):  
Mette Gislev Kjaersgaard ◽  
Eva Knutz ◽  
Thomas Markussen
Keyword(s):  
Anthropological Perspective
Sign in / Sign up

Export Citation Format

Share Document