How brand tribalism influences brand relationships and brand extensions? The oakley case

Abstract

This research explores the connection between consumers and the Oakley brand, focusing on brand tribalism as a key factor in shaping consumer-brand relationships. By examining the impact of brand tribalism on overall brand relationships, the study finds that leveraging strong brand relationship can facilitate brand extensions, as customers who strongly identify with Oakley sports categories are more likely to embrace and support new offerings. Creating dedicated brand tribes for specific sports or lifestyle interests will foster a sense of belonging and exclusivity. Incorporating these findings, Oakley can strengthen brand relationships, expand into new product categories, and foster a thriving brand community.