Antecedents and consequences of brand tribalism: empirical evidence from the airline sector

Purpose Brand tribalism (Btrib) has been unveiled in various settings. Notably, limited attention has been given its predictors and outcomes within the airline industry. This study aims to investigate the influence of brand relationships and self-expressive brands on Btrib and examines its downstream effects on brand equity and evangelism, with brand love serving as a moderating variable. Design/methodology/approach The data were collected from 378 airline passengers through an online survey using non-probability sampling methods and analysed using PLS-SEM. Findings The findings revealed that passengers’ relationship with the brand significantly and positively affects Btrib dimensions, apart from the social structure dimension. A self-expressive brand has a significant and positive impact on Btrib. Furthermore, Btrib has a positive and significant influence on brand equity, which, in turn, drives brand evangelism. Brand equity significantly mediates the connection between Btrib and evangelism. Brand love significantly moderates the link between brand equity and evangelism. Originality/value The study’s originality lies in its focus on Btrib within the airline industry, its rigorous examination of complex relationships and its integration of social identity theory with brand equity perspectives to bridge theoretical gaps.