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


  • Souren Koner Royal School of Business, The Assam Royal Global University, Guwahati, Assam, India
  • Tanushree Gupta School of Commerce and Management Studies, Sandip University, Nashik Maharashtra
  • Sonali Malewar Marketing Department, Sri Balaji University, Pune, Maharashtra, India


Brand Love, Loyalty, identification, evangelism, mobile phones, PLS


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.


Aaker, J., Fournier, S., & Brasel, S. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.

Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101.

Agler, R., & De Boeck, P. (2017). On the interpretation and use of mediation: Multiple perspectives on mediation analysis. Frontiers In Psychology, 8, 1-11.

Ahuvia, A. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171-184.

Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266.

Ali, F., Rasoolimanesh, S., Sarstedt, M., Ringle, C., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538.

Alnawas, I., & Altarifi, S. (2015). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal Of Vacation Marketing, 22(2), 111-128.

Anggraini, L. (2018). Understanding brand evangelism and the dimensions involved in a consumer becoming brand evangelist. Sriwijaya International Journal of Dynamic Economics and Business, 2(1), 63-84.

Badrinarayanan, V., & Laverie, D. (2011). Brand advocacy and sales effort by retail salespeople: Antecedents and influence of identification with manufacturers’ brands. Journal of Personal Selling & Sales Management, 31(2), 123-140.

Batra, R., Ahuvia, A., & Bagozzi, R. (2012). Brand love. Journal of Marketing, 76(2), 1-16.

Bergkvist, L., & Larsen, T. B. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518.

Beyaz, R., & Güngör, A. (2021). The branding process: mediator roles of brand satisfaction and brand loyalty. Kafkas Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 12(23), 322-346.

Bhatt, S., & Shiva, A. (2020). Empirical examination of the adoption of zoom software during Covid 19 pandemic: Zoom TAM. Journal of Content, Community & Communication, 12(6), 70-88.

Bhattacharya, C., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88.

Brewer, M. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5), 475-482.

Carroll, B., & Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.

Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Chin, W., Gopal, A., & Salisbury, W. (1997). Advancing the theory of adaptive structuration: The development of a scale to measure faithfulness of appropriation. Information Systems Research, 8(4), 342-367.

Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154-165.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed). Hillsdale, NJ: Lawrence Erlbaum Associates.

Collins, N., & Murphy, J. (2009, January). A Theoretical Model of Customer Evangelism. Paper presented at Austrilia and New Zealand Marketing Academic Conference, The University of Western Australia, Perth, Australia.

De Villiers, R. (2015). Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments. Journal Of Business Research, 68(9), 1953-1963.

Dick, A., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

Doss, S. K., (2014). Spreading the good word: Toward an understanding of brand evangelism. Journal of Management and Marketing Research, 14(1), 1-16.

Durlak, J. (2009). How to select, calculate, and interpret effect sizes. Journal of Pediatric Psychology, 34(9), 917-928.

Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41, 1149-1160.

Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39, 175-191.

Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.

Gold, A., Malhotra, A., & Segars, A. (2001). Knowledge management: An organizational capabilities perspective. Journal Of Management Information Systems, 18(1), 185-214.

Gupta, T. (2022), Usage pattern and saving behaviors of self-help groups banks linkage programme: A study of rural Uttar Pradesh, Thailand and World Economy, 40(1), 109-124.

Ha, H., & Park, K. (2012). Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation. African Journal of Business Management, 6(22), 6745-6753.

Hair, J. F., Sarstedt, M., Ringle, C. M. & Gudergan, S. P. (2018). Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM), Thousand Oaks, CA: Sage.

Hair, E., Halle, T., Terry-Humen, E., Lavelle, B., & Calkins, J. (2006). Children's school readiness in the ECLS-K: Predictions to academic, health, and social outcomes in first grade. Early Childhood Research Quarterly, 21(4), 431-454.

Hair, J. F., Ringle, C. M. & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long-Range Plan, 46(1-2), 1–12. Retrieved from

Hair, J., Astrachan, C., Moisescu, O., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 1-8.

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis (5th ed.). New Jersey, US: Prentice-Hall.

Hair, J., Hollingsworth, C., Randolph, A., & Chong, A. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442-458.

Hegner, S. M., Hegner, S. M., Fenko, A., Fenko, A., Teravest, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management, 26(1), 26–41.

Henseler, J. (2017). Bridging design and behavioral research with variance-based structural equation modeling. Journal of Advertising, 46(1), 178–192.

Henseler, J., Ringle, C., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of The Academy of Marketing Science, 43(1), 115-135.

Hsu, L., Chih, W., & Liou, D. (2015). Understanding community citizenship behavior in social networking sites. Industrial Management & Data Systems, 115(9), 1752-1772.

Hu, L. T., & Bentler, P. M. (1999). Cut-off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision, 55(5), 915-934.

Huber, F., Meyer, F., & Schmid, D. A. (2015). Brand love in progress— The interdependence of brand love antecedents in consideration of relationship duration. Journal of Product & Brand Management, 24(6), 567–579.

Jensen, J. M., & Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management, 15(7), 442-449.

Keller, K. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-190.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Essex, England: Pearson Education.

Kim, C., Han, D., & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.

Koner, S., Mondal, A., & Roy, R. (2021). Impact of Service Quality on Satisfaction. International Journal of Asian Business and Information Management, 12(3), 1-15.

Koner, S., Roy, R., & Dewangan, J. (2022). An empirical investigation of the relationship between retail store attributes and customer satisfaction. IITM Journal of Business Studies (JBS), 10(1), 126-144.

Kozinets, R., De Valck, K., Wojnicki, A., & Wilner, S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.

Kressman, F., Sirgy, M. J., Herrman, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964.

Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.

Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 167-176.

Lam, S., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new Brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.

Loeys, T., Moerkerke, B., & Vansteelandt, S. (2015). A cautionary note on the power of the test for the indirect effect in mediation analysis. Frontiers in Psychology, 5, 1-8.

Malewar, S., & Bajaj, S. (2020). Acceptance of OTT video streaming platforms In India during COVID-19: Extending UTAUT2 with content availability. Journal of Content, Community and Communication, 12, 89–106.

McConnell, B., & Huba, J. (2003). Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce. Chicago, IL: Dearborn Publishing Group.

Meher, J., & Mishra, R. (2022). Evaluation of perceived benefits and employee satisfaction through knowledge management practices. Global Knowledge, Memory and Communication, 71 (1/2), 86-102.

Nawaz, S., Alam, Y.G.F., & Nawaz, M. Z. (2020). Role of brand love and consumers’ demographics in building consumer–brand relationship. SAGE Open, 10(4), 1-19.

Niyomsart, S., & Khamwon, A. (2015), Brand love, brand loyalty, and word of mouth: A case of Airasia. International Journal of Arts and Sciences, 9(1), 263-268.

Oliver, R. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44.

P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.

Panda, T., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J., Kazancoglu, I., & Nayak, S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 1-11.

Pornsrimate, K., & Khamwon, A. (2021). How to convert millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2), 18-32.

Pride, W., & Ferrell, O. (2015). Marketing 2016 (18th ed.). Boston, USA: Cengage Learning.

Rahman, R., Langner, T., & Temme, D. (2021). Brand love: Conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28(6), 609-642.

Rasoolimanesh, S., Md Noor, S., Schuberth, F., & Jaafar, M. (2019). Investigating the effects of tourist engagement on satisfaction and loyalty. The Service Industries Journal, 39(7-8), 559-574.

Rather, R., & Camilleri, M. (2020). The customers’ brand identification with luxury hotels: A social identity perspective. In: F. Pantoja, S. Wu, & N. Krey (eds) Enlightened Marketing in Challenging Times. AMSWMC 2019. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (429-443). Springer, Cham.

Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer journey from first experience to brand evangelism. Research in economics and business: Central and Eastern Europe, 6(1), 5-28.

Ringle, C., Da Silva, D., & Bido, D. (2014). Modeling structural equations using Smartpls. Revista Brasileira De Marketing, 13(2), 56-73.

Riorini, S., & Widayati, C. (2015). Brand relationship and its effect towards brand evangelism to banking service. International Research Journal of Business Studies, 8(1), 33-45.

Roberts, K. (2006). Love marks: The future beyond brands. New York: Powerhouse Books.

Roy, S., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332.

Safeer, A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: An empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123-1138.

Sajtos, L., Cao, J., Espinosa, J., Phau, I., Rossi, P., Sung, B., & Voyer, B. (2021). Brand love: Corroborating evidence across four continents. Journal of Business Research, 126, 591-604.

Sallam, M. (2014). The effects of brand image and brand identification on brand love and purchase decision making: The role of WOM. International Business Research, 7(10), 187-193.

Sarkar, A. (2014). Brand love in emerging market: A qualitative investigation. Qualitative Market Research: An International Journal, 17(4), 481–494.

Savage, J. (2012). Creating brand evangelists in the 21st century: Using brand engagement through social media to develop brand loyalty in teens. University of Southern California, Los Angeles, California. Retrieved from

Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing, 24(1), 14-21.

Shaari, H., & Ahmad, I.S. (2016). Brand evangelism among online brand community members. International Review of Management and Business Research, 5(1), 80-88.

Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15(1), 163–168.

Shiva, A., Narula, S., & Shahi, S. K. (2020). What drives retail investors’ investment decisions? Evidence from no mobile phone phobia (nomophobia) and investor fear of missing out (I–FOMO). Journal of Content, Community and Communication, 10(6), 2-20.

Shmueli, G., Ray, S., Velasquez Estrada, J., & Chatla, S. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564.

Shmueli, G., Sarstedt, M., Hair, J., Cheah, J., Ting, H., Vaithilingam, S., & Ringle, C. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347.

Stokburger-Sauer, N. (2011). The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy. Tourism Management, 32(6), 1282-1289.

Tajfel, H., & Turner, J.C. (1986). The social identity theory of intergroup behavior. In: S. Worchel and W. G. Austin (Eds.), Psychology of Intergroup Relation (pp. 7-24). Chicago, IL: Nelson-Hall.

Thomson, M., MacInnis, D., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.

Tiep Le, T., Ngo, H., & Aureliano-Silva, L. (2021). Contribution of corporate social responsibility on SMEs' performance in an emerging market – The mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, (ahead-of-print).

Tunjungsari, H., Syahrivar, J., & Chairy, C. (2020). Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia. Jurnal Manajemen Maranatha, 20(1), 21-30.

Tynan, C., & McKechnie, S. (2009). Experience marketing: A review and reassessment. Journal Of Marketing Management, 25(5-6), 501-517.

Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(1), 1-13.

Wang, B., Liu, Y., Qian, J., & Parker, S. (2020). Achieving effective remote working during the COVID‐19 pandemic: A work design perspective. Applied Psychology, 70(1), 16-59.

Zhang, S., Peng, M., Peng, Y., Zhang, Y., Ren, G., & Chen, C. (2020). Expressive brand relationship, brand love, and brand loyalty for tablet PCs: Building a sustainable brand. Frontiers In Psychology, 11, 1-10.




How to Cite

Souren Koner, Tanushree Gupta, & Sonali Malewar. (2023). An Expedition of Brand Identification to Evangelism with Mediating Effect of Love and Loyalty. Thailand and The World Economy, 41(2), 62–84. Retrieved from