An Expedition of Brand Identification to Evangelism with Mediating Effect of Love and Loyalty
Keywords:
Brand Love, Loyalty, identification, evangelism, mobile phones, PLSAbstract
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.
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