The Effect of Brand Trust and Brand Identity on Brand Evangelism

Abstract

The purpose of this study was to examine the impact of brand trust and brand identity on brand evangelism among the mobile phone users among the students at Semnan University. The study investigates the effect of two consumer-brand relational constructs, i.e. brand trust and brand identification, on brand evangelism. Brand evangelism is conceptualized as an amalgam of adoption and advocacy behaviors operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional behavior towards other competitors. To this end, 392 participants were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was examined using the structural part called path analysis as well as structural equation modeling. The results showed that brand trust and brand identity have significant positive effect on brand evangelism, and the brand identity has a direct and positive effect on brand evangelism.

Keywords

• brand evangelism
• brand identity
• brand trust
• consumer-brand relationship