Recognizing and Understanding the Brand Tribalism; Providing a FuzzyCognitive Mapping ‎of the Generating Factors Using the FCM Method

The main aim of the present study is to identify the antecedent and consequence elements of the concept of brand tribalism and then analyze them using the fuzzy cognitive mapping method. In terms of the purpose and method of gathering the data, the current research is applied and descriptive-survey, and in terms of typology, it is among mixed studies with a qualitative and quantitative approach in the deductive-inductive paradigm. The statistical population of the research is experts familiar with the subject, 25 of whom were selected based on the principle of theoretical adequacy and using the targeted ‎sampling method. In the qualitative part of the research, semi-structured interviews, and in the quantitative part, a questionnaire were used. The validity and reliability of the questionnaire were determined by using the CVR coefficient, the Kappa-Cohen test, retest reliability, and content validity. In the qualitative phase, the qualitative data obtained from the ‎interview using MAXQDA software and the coding method were analyzed.‎ Then, in the quantitative part of the research, using the FCM method, a fuzzy map of brand tribalism was presented and the most important antecedent and consequent factors of brand tribalism were identified. The research findings confirm that brand loyalty, brand promotion, and marketing evangelism are effective factors in brand tribalism. In addition, brand love, brand affiliation, and hedonic value are the most important consequences of brand tribalism.