Impact of Tribalism Brand on Brand Equity: The Mediation Role of Brand Pride

Abstract

The main purpose of the current study is to investigate the mediating role Brand pride in the relationship between Tribalism Brand and Brand Equity. The main value and contribution of the current study is represented in its attempt to bridge the knowledge and application gap of the nature of those relationships between the main variables of the study by focusing on a real problem based on the question of whether the influence of Tribalism Brand in Brand Equity through the mediating role Brand pride?. The study adopted clients Brand phones (Iphone) in Iraq as a community for the study, and a sample of (300) respondents was obtained after distributing the questionnaire that was prepared for this purpose based on a scale from previous studies, and the questionnaire was published through the Google Form program through social media. The results of the questionnaire appeared after being processed by statistical methods according to the program (Spss v.25, Amos 23) Having a mediating role Brand pride in the relationship between Tribalism Brand and Brand Equity.