Brand tribalism as a strategic pillar to business success in the sports shoes market

Detalhes bibliográficos
Autor(a) principal: Andrade, Felipe Borges de
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://hdl.handle.net/1822/79183
Resumo: Dissertação de mestrado em Negócios Internacionais
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spelling Brand tribalism as a strategic pillar to business success in the sports shoes marketBrand tribalismAthletic shoesWorldwideStrategyPillarCiências Sociais::Economia e GestãoDissertação de mestrado em Negócios InternacionaisMajor shoe companies have been using brand tribalism as a business pillar more often, and more effectively. This study is dedicated to observe the phenomenon of brand tribalism and how they help these companies make decisions (and sustain them long-term). Society, in the current globalized context, is increasingly inserted in its virtual social circles and allows for more possibilities of companies’ access to consumer-created content. Larger access also makes the collection of information severely easier. This paper brought a psychological and managerial exploration of this bilateral relationship “consumer company” in the sphere of consumer behavior of brands, brand tribes and communities (as strategic pillars). A theoretical model was created with different variables as to allow the construction of an analysis. The variables are: ‘social’, ‘defense of tribe’, sense of community’, ‘lineage’, ‘purchase. Intention’, and ‘willingness to pay’. Quantitative data of 204 respondents and a descriptive methodology of research were the methods used to validate the theoretical model and the correlation between variables. The results enabled a view onto how brand tribalism has been used for business success within the sports shoes market. The correlations are of moderate to strong intensity between Brand Tribalism and the consumer’s intention and willingness to purchase. These results lead to the belief that customers that engage in brand communities have a stronger desire purchase and are willing to pay more for shoes as brands increase the value of shoes whether physically or with partnership storytelling. The study brings evidence that brands that invest more in adding value to products with use of brand tribalism and brand community elements will have returns that tend to be increasingly positive. Profitability and sales will increase as brands foster their connection with consumers and the connection that consumers have with each other. This study can be explored further but it already shows great contribution to empirical knowledge that is already discussed among respected personalities that have worked in this industry and its related entertainment industry for many years thus far.Azevedo, António Joaquim Araújo deUniversidade do MinhoAndrade, Felipe Borges de2022-07-182022-07-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttps://hdl.handle.net/1822/79183eng203039483info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-28T01:18:17Zoai:repositorium.sdum.uminho.pt:1822/79183Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T19:10:17.725721Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand tribalism as a strategic pillar to business success in the sports shoes market
title Brand tribalism as a strategic pillar to business success in the sports shoes market
spellingShingle Brand tribalism as a strategic pillar to business success in the sports shoes market
Andrade, Felipe Borges de
Brand tribalism
Athletic shoes
Worldwide
Strategy
Pillar
Ciências Sociais::Economia e Gestão
title_short Brand tribalism as a strategic pillar to business success in the sports shoes market
title_full Brand tribalism as a strategic pillar to business success in the sports shoes market
title_fullStr Brand tribalism as a strategic pillar to business success in the sports shoes market
title_full_unstemmed Brand tribalism as a strategic pillar to business success in the sports shoes market
title_sort Brand tribalism as a strategic pillar to business success in the sports shoes market
author Andrade, Felipe Borges de
author_facet Andrade, Felipe Borges de
author_role author
dc.contributor.none.fl_str_mv Azevedo, António Joaquim Araújo de
Universidade do Minho
dc.contributor.author.fl_str_mv Andrade, Felipe Borges de
dc.subject.por.fl_str_mv Brand tribalism
Athletic shoes
Worldwide
Strategy
Pillar
Ciências Sociais::Economia e Gestão
topic Brand tribalism
Athletic shoes
Worldwide
Strategy
Pillar
Ciências Sociais::Economia e Gestão
description Dissertação de mestrado em Negócios Internacionais
publishDate 2022
dc.date.none.fl_str_mv 2022-07-18
2022-07-18T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://hdl.handle.net/1822/79183
url https://hdl.handle.net/1822/79183
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 203039483
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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