2013
DOI: 10.1108/jpbm-09-2013-0394
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The influence of brand trust and brand identification on brand evangelism

Abstract: Purpose -The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, posi… Show more

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Cited by 257 publications
(296 citation statements)
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References 62 publications
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“…Brands are rather socially defined resulting in social media being an ever present marketing channel to influence consumers to purchase a brand through awareness. This can also help brand evangelists access and easily share helpful information regarding brands as today's marketplace is a highly connected one (Becerra & Badrinarayanan, 2013).…”
Section: Brand Evangelismmentioning
confidence: 99%
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“…Brands are rather socially defined resulting in social media being an ever present marketing channel to influence consumers to purchase a brand through awareness. This can also help brand evangelists access and easily share helpful information regarding brands as today's marketplace is a highly connected one (Becerra & Badrinarayanan, 2013).…”
Section: Brand Evangelismmentioning
confidence: 99%
“…A study performed by Becerra and Badrinarayanan (2013) explored brand evangelism and specifically how positive consumer-brand relationships lead to positive consumer-to-consumer communications relating to specific brands. Brand evangelism is described by these researchers as consumers who embrace brands with intensity and actively disseminate their brand experiences with others.…”
Section: Brand Evangelismmentioning
confidence: 99%
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“…Those studies have validated the notion of examining effectiveness of celebrity endorsement towards the endorsed brand as a needful in addressing to research gaps in Sri Lankan context. Meanwhile, Becerra and Badrinarayanan [13], Doss and Carstens [14], Tzoumaka et al [11] and Dissanayake [7] have referred brand-relationship behaviors as a notable concept to be examined with the effectiveness of celebrity endorsement. Further, Aaker [15] referred that brand personality as a concept of brand related property which is perceived to consumers.…”
Section: Research Problemmentioning
confidence: 99%
“…As per the research problem rationalized, this paper has been based on the overall research questions of "What is the influence of Perceived Effectiveness of Celebrity Endorsement (PECE) on perceived Brand Personality (PBP) as a context of Brand-Related Behavior?" [13][14][15][16][17][18]. …”
mentioning
confidence: 99%