.png){kind=logo}
ISSN : 1229-8778
The purpose of the current study was to examine the relationship between tribalism and consumer’s loyalty through SPA brands. Also, it considers mediation effects of perceived store atmosphere and perceived brand trust on the connection of tribalism and loyalty. There are few empirical evidences about the theoretical model that predicts antecedents and outcomes of the bottom-up brand tribes. Data were collected from 331 students who enrolled introductory courses of a large Korean University. Structural equation modeling and the multiple mediation analysis using regression were used to analyze the research model. Results showed that brand tribalism was directly related to the intentions of repurchase and word-of-mouth, but not the intention to brand switching. Also, the results indicated that the perceived store atmosphere was only associated with word-of-mouth, whereas the perceived brand trust was associated with three loyalty measures of intentions of repurchased, word-of-mouth, and brand switching. In addition, the relationship between brand tribalism and intention to word-of-mouth was multiply mediated by the perceived store atmosphere and the perceived brand trust. On the other hand, the relationship between tribalism and intention to repurchase and the relationship between tribalism and intention to brand switching were only mediated by the perceived brand trust. The findings of this study suggest that brand management should consider tribe marketing, indicating that provides social connection and hedonic value to non-luxurious brand tribes who belong to younger consumer segmentation.
고순화, 김은영 (2014). 마케팅 전략이 브랜드 태도, 점포감정, 점포충성도에 미치는 효과: 글로벌 SPA 대 한국형 SPA 비교. 한국의류산업학회지, 16(3), 2014.
김주헌, 이상윤 (2009). 글로벌 SPA 의류 브랜드의 한국시장 진출: 유니클로 (Uniqlo) 와 자라 (Zara). 국제경영리뷰, 13(4), 271-297.
남희경, 손희정, 이유리 (2015). SPA 브랜드 소비자의 감성적 소비가치 성향과 마케팅 믹스 속성 평가가 충성도에 미치는 영향. 복식, 65(4), 45-60.
박유정, 하지수 (2015). SPA 브랜드 아이덴티티를 위한 컬러 활용 전략: 2013년 S/S 시즌을 중심으로. 한국의류학회지, 39(5), 672- 682.
이연지, 사영재, 김경숙 (2015). 플래그쉽 스토어의 아이덴티티 형성 요인에 관한 연구: SPA 브랜드 중심으로. 기초조형학연구, 16(1), 479-490.
이유재 (2000). 고객만족연구에 관한 종합적 고찰. 소비자학연구, 11(2), 139-166.
장하얀, 이정교 (2014). SPA 매장의 서비스 스케이프 현황 분석 연구: 국내의 UNIQLO, ZARA, MIXXO 매장을 중심으로. 한국공간디자인학회 논문집, 30, 139-150.
A. Taute, H., & Sierra, J. (2014). Brand tribalism: an anthropological perspective. Journal of Product & Brand Management, 23(1), 2-15.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Arrigo, E. (2018). The flagship stores as sustainability communication channels for luxury fashion retailers. Journal of Retailing and Consumer Services, 44, 170-177.
Audrin, C., Brosch, T., Chanal, J., & Sander, D. (2017). When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands. Journal of Economic Psychology, 61, 115-123.
Badrinarayanan, V. A., Sierra, J. J., & Taute, H. A. (2014). Determinants and outcomes of online brand tribalism: Exploring communities of massively multiplayer online role playing games (MMORPGs). Psychology & Marketing, 31(10), 853-870.
Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.
Ballantine, P. W., Parsons, A., & Comeskey, K. (2015). A conceptual model of the holistic effects of atmospheric cues in fashion retailing. International Journal of Retail & Distribution Management, 43(6), 503-517.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500.
Bergami, M., & Bagozzi, R. P. (2000). Self categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
Biel, A. L. (1997). Discovering brand magic: the hardness of the softer side of branding. International Journal of Advertising, 16(3), 199-210.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Brwon, S. (1993). Postmodern marketing? European Journal of Marketing, 27(4), 19-34.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82.
Cova, B., & Cova, V. (2002). The tribalization of society and its impact on the conduct of marketing. European Journal of Marketing, 36(5/6), 595-620.
Cova, B., & Shankar, A. (2012), Tribal marketing, In L. Penalzola, N. Toulouse, & L. M. Visconti (Eds), Marketing management: A cultural perspective, Routledge, London & New York, NY, 178-193.
Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: the Warhammer case. International Marketing Review, 24(3), 313-329.
Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479-490.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
Donovan, R., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100-107.
Elliott, R., & Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9/10), 988-998.
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of Marketing, 70(1), 34-49.
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty: a study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-484.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Francioni, B., Savelli, E., & Cioppi, M. (2018). Store satisfaction and store loyalty: The moderating role of store atmosphere. Journal of Retailing and Consumer Services, 43(C), 333-341.
Gammoh, B. S., Voss, K. E., & Chakraborty, G. (2006). Consumer evaluation of brand alliance signals. Psychology & Marketing, 23(6), 465-486.
Goulding, C., Shankar, A., & Canniford, R. (2013). Learning to be tribal: facilitating the formation of consumer tribes. European Journal of Marketing, 47(5/6), 813-832.
Goulding, C., Shankar, A., Elliott, R., & Canniford, R. (2009). The marketplace management of illicit pleasure. Journal of Consumer Research, 35(5), 759-771.
Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11.
Hennigs, N., Wiedmann, K. P., & Klarmann, C. (2012). Luxury brands in the digital age-exclusivity versus ubiquity. Marketing Review St. Gallen, 29(1), 30-35.
Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management, 26(3), 282-293.
Holbrook, M. B., & O’Shaughnessy, J. (1984). The role of emotion in advertising. Psychology & Marketing, 1(2), 45-64.
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.
Japutra, A., & Molinillo, S. (2017). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
Jiang, Z., Nagasawa, S. Y., & Watada, J. (2014). Luxury fashion brand image building: the role of store design in Bally and Tod's Japan. Management Decision, 52(7), 1288-1301.
Jurisic, B., & Azevedo, A. (2011). Building customer-brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4/5), 349-366.
Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66-79.
Koronaki, E., Kyrousi, A. G., & Panigyrakis, G. G. (2018). The emotional value of arts-based initiatives: Strengthening the luxury brand-consumer relationship. Journal of Business Research, 85, 406-413.
Lee, C. H., Ko, E., Tikkanen, H., Phan, M. C. T., Aiello, G., Donvito, R., & Raithel, S. (2014). Marketing mix and customer equity of SPA brands: Cross-cultural perspectives. Journal of Business Research, 67(10), 2155-2163.
Lee, R., & Romaniuk, J. (2009). Relating switching costs to positive and negative word-of-mouth. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 54-67.
Liang, J., Lawrence, R. H., Bennett, J. M., & Whitelaw, N. A. (1990). Appropriateness of composites in structural equation models. Journal of Gerontology, 45(2), S52-S59.
Liu, J. H., North, M., & Li, C. (2017). Relationship building through reputation and tribalism on companies’ Facebook pages: A uses and gratifications approach. Internet Research, 27(5), 1149-1169.
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1-9.
Loureiro, S. M. C., & Kaufmann, H. R. (2016). Luxury values as drivers for affective commitment: The case of luxury car tribes. Cogent Business & Management, 3(1), 1171192.
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1), 13-27.
Matzler, K., Pichler, E., Füller, J., & Mooradian, T. A. (2011). Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal of Marketing Management, 27(9-10), 874-890.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., ..., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Nikhashemi, S. R., Jebarajakirthy, C., & Nusair, K. (2019). Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach. Journal of Retailing and Consumer Services, 48, 122-135.
Oliver, R. L. (1997). Satisfaction - A behavioral perspective on the customer. New York: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
Parsons, A. G. (2011). Atmosphere in fashion stores: do you need to change?. Journal of Fashion Marketing and Management: An International Journal, 15(4), 428-445.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
Rayburn, S. W., & Voss, K. E. (2013). A model of consumer's retail atmosphere perceptions. Journal of Retailing and Consumer Services, 20(4), 400-407.
Ross, J., & Harradine, R. (2010). Value brands: cheap or trendy? An investigation into young consumers and supermarket clothing. Journal of Fashion Marketing and Management: An International Journal, 14(3), 350-366.
Roux, E., Tafani, E., & Vigneron, F. (2017). Values associated with luxury brand consumption and the role of gender. Journal of Business Research, 71, 102-113.
Ruane, L., & Wallace, E. (2015). Brand tribalism and self-expressive brands: social influences and brand outcomes. Journal of Product & Brand Management, 24(4), 333-348.
Sierra, J. J., Badrinarayanan, V. A., & Taute, H. A. (2016). Explaining behavior in brand communities: A sequential model of attachment, tribalism, and self-esteem. Computers in Human Behavior, 55, 626-632.
Taute, H. A., Sierra, J. J., Carter, L. L., & Maher, A. A. (2017). A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: a cross-continent replication study. Journal of Product & Brand Management, 26(3), 239-250.
Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555-561.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49(2), 193-211.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421.
Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.
Yoganathan, V., Osburg, V. S., & Akhtar, P. (2019). Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business Research, 96, 386-396.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.