文章基本信息

标题：Examining the Relationship between Consumer Brand Relationships and Brand Evangelism
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作者：Mukesh Kumar Mishra ; Ankit Kesharwani ; Vikas Gautam 等
期刊名称：Australian Journal of Business and Management Research
电子版ISSN：1839-0846
出版年度：2021
卷号：6
期号：1
页码：84-95
DOI：10.52283/NSWRCA.AJBMR.20210601A07
语种：English
出版社：New South Wales Research Centre Australia (NSWRCA)
摘要：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.
关键词：Brand affect;Brand trust;Brand identification;Brand evangelism;Purchase intentions;Referral behavior