Role of Social Identity Signalling in Brand Tribalism of Generational Cohorts

• Author(s): Vishvesh Soni
• Paper ID: 1704926
• Page: 657-666
• Published Date: 31-08-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 2 August-2023

Abstract

This research delves deep into the complex interaction between brand loyalty and social identity signalling across generations. People now look to brands more than ever before to convey who they are and where they fit in the ever-changing consumer environment. This study delves at what drives brand loyalists' need to broadcast their social identities via their chosen brands. The complex ways in which different generations interact with brands as a means of articulating their social identities are explored by looking at factors such as generational traits, identity development, social impact, technological adoption, and cultural trends. In addition, the research emphasizes the significance of brands in promoting a feeling of community and belonging across generations. It highlights the relevance of brand identity and message in connecting with the values and goals of target demographics. Brands that resonate with consumers' identities and personal values and views are becoming more important as consumers negotiate the shifting terrain of brand tribalism. The results of this study provide useful information for marketers, brand strategists, and companies that want to connect with customers of all ages. To better connect with consumers across demographics, businesses would do well to examine the complex relationship between social identity signalling and brand tribalism.)

Keywords

Brand Tribalism, Social Identity Signalling

Citations

IRE Journals:
Vishvesh Soni "Role of Social Identity Signalling in Brand Tribalism of Generational Cohorts" Iconic Research And Engineering Journals Volume 7 Issue 2 2023 Page 657-666

IEEE:
Vishvesh Soni "Role of Social Identity Signalling in Brand Tribalism of Generational Cohorts" Iconic Research And Engineering Journals, 7(2)