Abstract:
This research study involves examining the impact of brand tribes relative to
brand loyalty and consumer relationships concerning the iPhone. As such the
branding techniques that influence brand loyalty, competitive advantage and
the role these elements play in the facilitation of brand tribes have been
explored. Furthermore this study explores the role this plays in driving
purchase decisions among the youth market in the LSM categories 7-10
within South Africa. The study further aimed to ascertain the extent to which
the iPhone brand has a communal following and whether this contributes to
the success of the brand. The outcome of this study is a strategic model that
facilitates and measures the success of the formation of brand tribes.
The study took the form of an interpretive case study in which a mixedmethod
research approach was employed. Qualitative and quantitative data
were collected through online questionnaires with Apple iPhone consumers
and interviews with Apple employees. The literature review also informed a
large aspect of the study.
The purpose of this study was to understand the inner workings of brand
tribes, using Apple, a successful brand with a communal following as a case
study. From the research findings, the most significant insights included the
notion that brand tribes are built on the foundations of brand’s mirroring the
behaviour of friendship through creating sincere emotional connections,
positive brand experiences and connectivity. Overall it was found that the
formation of brand tribes is highly beneficial to the success of the brand and
this study poses a strategy to build brand tribes that contribute significant
value to the lives of consumers as well as brands.
