Furthermore, do you have any evidence on significant link between brand trust and brand tribalism. Finally, customers who trust a brand will feel obligated to it and believe it matcher their lifestyle.
Many people become fanatical and end up being copied by the brands. In these cases, they lose objectivity. It happened to me that a short time ago a fellow iPhone fan, could not recognize that other smartphones of the same price offered more features, with more quality, resolution and higher performance. And this comparison was at a glance. But on the other hand, I don't think this is a matter of tribalities, just fanaticism and loss of objectivity.
There is a well-established literature on this topic. For example, you may check out these articles:
Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322.
Jurisic, B., & Azevedo, A. (2011). Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4), 349-366.
Taute, H. A., Sierra, J. J., Carter, L. L., & Maher, A. A. (2017). A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: a cross-continent replication study. Journal of Product & Brand Management.
It is also about Brand Advocacy and Brand Loyalty.
Please find some research in this field attached:
Article Customers’ relationships leading to brand tribalism and trib...
Article Sentiment analysis of virtual brand communities for effectiv...
Article Antecedents and consequences of participation in brand commu...
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