prefix: doi.org/10.52283/1.ajbmr |
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Current Issue: Vol.08 No.02 2024
Ajbmr indexed in Australian Business Dean Council (ABDC) | Find us on: Academic Journals Database, World Cat , ISI
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Examining the Relationship between Consumer Brand Relationships and Brand Evangelism
►Mukesh Kumar Mishra
mukesh26672@gmail.com
https://orcid.org/0000-0003-2378-6686
►Ankit Kesharwani
►Vikas Gautam
Received: 04 March 2021
Final Revision: 24 May 2021
Accepted: 31 May 2021
e Published: 11 June 2021
10.52283/NSWRCA.AJBMR.20210601A07
Abstract
It is a well-known fact now that consumers falsify profound and meaningful relationships with particular brands and that such consumer brand relationships are expected to impact brand-related behavior of consumers. The study investigates the influence of three consumer-brand relational constructs - brand trust, brand affect and brand identification – and their effects on brand evangelism behavior, which was operationalized in the form of two supportive behaviors namely; purchase intentions and positive referrals. After assessing common method bias as well as reliability and validity estimates, structural equation modelling was employed with 458 sample data to test the study model fit and hypothesized relationships. The findings reveal that the consumer-brand relationship influences brand evangelism. All consumer-brand relational constructs (i.e., brand trust, brand affect and brand identification) influence brand evangelism positively in terms of purchase intention and brand referral. The study highlights the importance of brand evangelism in the marketing literature by establishing its causal relationships with the key brand attributes of brand affect, brand trust and brand evangelism. Implications of the results are deliberated with future scope for research.
Keywords: Brand affect; Brand trust; Brand identification; Brand evangelism; Purchase intentions; Referral behaviorPages:84-95 :: Download-View
