Conceptual Review on Brand Community and Brand Evangelism: With Special Reference to Sri Lankan Context
Year: 2025
Type: article
Abstract: Brand evangelism is a concept that has garnered increasing attention worldwide, with extensive research focusing on its causes and manifestations. However, this phenomenon remains relatively unexplored within the Sri Lankan context, as asserted by previous empirical studies. This research aims to connect this gap by investigating the factors that drive individuals to become brand evangelists in Sri Lanka, particularly within the competitive Lubricants industry. This study utilizes various literature to examine the complex phenomenon of brand evangelism when consumers transcend essential consumption to promote and advocate for the brand actively. We address the challenges and complexities inherent in converting customers into brand evangelists, considering factors such as fluctuating consumer preferences and the dynamic nature of product lines. Moreover, we examine the role of digital marketing and content creation in facilitating brand evangelism, particularly in the era of abundant information and consumer empowerment. With the ubiquity of digital devices, consumers have unprecedented access to brand content, and understanding their engagement patterns is crucial in fostering brand evangelism. This research identifies a practice gap in the Sri Lankan context concerning content marketing and online consumer engagement, shedding light on the need for tailored strategies in this region. It also contributes to the global understanding of brand evangelism by contextualizing it within Sri Lanka's unique market conditions. Ultimately, this study aims to provide valuable insights for marketers, businesses, and scholars interested in unlocking the potential of brand evangelism in Sri Lanka and beyond. Itoffers a comprehensive analysis considering the local context and the global discourse on this fascinating phenomenon.
Authors: Wickramasinghe W.D.D.S, Dissanayake D.M.R., Medis A.P.
Institution: University of Kelaniya
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4406997126