Pathompong Bumrerb
Since digital technology has completely changed the marketing landscape, old marketing tools and strategies seem to be ineffective. Customers are less tolerant and impatient with unsatisfied products from a brand. To survive this situation and conquer a market, when customer loyalty is not real in the digital world, a marketer needs something miraculous to win customers’ hearts and create a bond deepest down in their soul. Brand tribalism has emerged for that reason. A brand tribe can be a representative of a group of people who collectively identify themselves with the product and share similar attitudes and viewpoints about the brand. Brand tribalism is composed of five elements: 1) degree of fit with lifestyle, 2) passion in life, 3) reference group acceptance, 4) social visibility of the brand, and 5) sharing of collective memory.