V3I1P58

Understanding on Brand Tribalism and its Perceived Role in Customer Loyalty

Francis Pol C. Lim^1*, Mitra Bandhu Poudel²

Abstract

This study focused on the understanding of brand tribalism and its perceived role in customer loyalty in Suzuki Motors in Nepal. Phenomenological study was carried out using in-depth interview and focus group discussions among five participants. There were total seven themes were generated. Methodological triangulation was done and participants’ views and experiences were integrated through existing literature. In addition to this, loyalty factors and influencers of Nepali car markets were also examined.

Keywords:

Brand tribalism, loyalty, influencer, Suzuki motors