Abstract:
Empirical research is needed to determine the efficacy of marketing efforts about
long-term brand tribe behaviours, while post-evaluations are uncommon in the
electrical industry in Sri Lanka. A survey questionnaire was used to elicit responses
to determine the impact of Brand Tribe Characteristics on Relational Outcomes and
the mediating effect of Brand Tribe Commitment, which is critical knowledge for
determining marketing returns on investments. In terms of brand implications,
brand commitment has been extensively examined and identified as a component of
a brand evolution that functions as a mediator in brand relationship behaviour. The
study used a sample size of 100 individuals and applied stratified sampling as the
sampling method while using SPSS 23 as a tool for the data analysis. The research
found that all the variables have reliable for further analysis and the total of the
participants are male electricians. After the analysis, the researcher found that there
is a substantial association with Brand tribe characteristics on Brand Advocacy,
Brand Loyalty, Repurchase Intention, and Word of Mouth Intention. Nonetheless, the
hypothesis that Brand tribe Characteristics have not significant on Brand tribe
Commitment as a mediator and Brand tribe Commitment has an association with
Brand tribe Relational Outcomes is not substantiated. As noted, additional research
is urged to investigate the effect of brand tribalism on brand behavioural intention
while considering the study's limitations and research gaps in the same context.
