Role of brand tribalism in selection of mobile service provider-A case study in Ahmedabad city.

- Harish Sharma, Indian Railways

Abstract:

This paper introduces the idea of role of Brand tribalism which is increasingly considering the degree of bondage between consumers and brands as a key issue of investigation as per various academic researches. Brand tribalism is the most powerful force at the heart of brands; it is determined even less by geography, pedigree, race or religion. Instead, determined by education and accomplishment, and they are manifested by the things we consume.

The post modern view holds that people like to gather together in tribes and those social, proximate communities are more affective and influential on people’s behavior than either marketing institutions or other “formal” cultural activities. Core of brand tribalism are notion of truth, rightness and belief also all brands create tribes in that they identify with lifestyle, groups, community and cultures.

Using data collected from respondents (mobile phone service user in Ahmedabad city) this paper explores the importance of the brand tribalism to strengthen the brand relationships.

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