Antecedents and consequences of brand tribes in sports organizations:the role of brand personality dimensions

• Published in: Revista brasileira de gestão de negócios Vol. 25; no. 3; pp. 315 - 332
• Main Authors: Nagore, Carlos, Aldas-Manzano, Joaquin, Curras-Perez, Rafael
• Format: Journal Article
• Language: English; Portuguese
• Published: São Paulo Fundacao Escola de Comercio Alvares Penteado (FECAP) 01.07.2023; Centro Universitário FECAP, mantido pela Fundação Escola de Comericio Álvares Penteado (FECAP); Fundação Escola de Comércio Álvares Penteado
• Subjects: Authenticity; Behavior; Brand loyalty; Brand personality; Brand tribalism; Collective memory; Competition; Credibility; MANAGEMENT; Morality; mouth; PLS modeling; Social structure; Subcultures; Word; Word of mouth advertising; España; brand loyalty; PLS modeling; brand personality; Brand tribalism; word-of-mouth
• ISSN: 1806-4892; 1983-0807; 1983-0807
• DOI: 10.7819/rbgn.v25i3.4229

Theoretical framework--We base our conceptualization of sports brand personality on Tsiotsou's (2012) model of brand personality, with five dimensions: competitiveness, prestige, morality, authenticity, and credibility. The study also uses Taute and Sierra's (2014) model of brand tribalism, with four dimensions: lineage, social structure, sense of community, and defense of the tribe. Practical & social implications of research--Managers should focus on improving the perceived morality (sustainable and socially responsible behaviors), prestige, and competitiveness of the sports brand.