Work

An Expedition of Brand Identification to Evangelism with Mediating Effect of Love and Loyalty

Year: 2023

Type: article

Abstract: The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty were evaluated within brand identification and brand evangelism. As a result of the analyses, it was determined that brand identification, brand love, and brand loyalty positively affected brand evangelism. Besides, the serial mediating effect of brand love and brand loyalty was studied between brand identification and evangelism. The data was analyzed using Partial Least Square Structural Equational Modeling (PLS-SEM) in the Smart PLS Software 3 version. Google Forms and emails were used to collect the responses of the 413 valid respondents.

Source: Thailand and The World Economy

Authors: Souren Koner, Tanushree Gupta, Sonali Malewar

Institutions: The Assam Royal Global University, Sri Balaji University, Pune

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7220117009

FWCI:

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