Examining the Relationship between Consumer Brand Relationships and Brand Evangelism

2021 ◽  
Vol 6 (1) ◽  
pp. 84-95
Author(s):  
Mukesh Kumar Mishra ◽  
Ankit Kesharwani ◽  
Vikas Gautam
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reliability And Validity ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Relationships ◽  
Brand Attributes ◽  
Meaningful Relationships ◽  
Brand Affect ◽  
Brand Evangelism

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.

scholarly journals Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evangelism: A Study of Restaurants in Multan

2020 ◽  
Vol 2 (2) ◽  
pp. 35-46
Author(s):  
Malik Muhammad Mehran ◽  
Tanveer Kashmiri ◽  
Ahmad Tisman Pasha
Keyword(s):  
Quality Of Service ◽  
Sampling Technique ◽  
Brand Trust ◽  
Snowball Sampling ◽  
Brand Identification ◽  
Brand Relationships ◽  
Brand Love ◽  
Service Brand ◽  
Brand Evangelism

The purpose of this study is to investigate how customer-band relationships and quality of service influences brand evangelism. And more importantly, this study examines the moderating effect of the brand love on brand trust, quality of service, brand identification and brand evangelism relations. Brand evangelism mends to customers’ advocacy behaviour and positive or negative word-of-mouth (for a particular brand) that influence the purchase decision. Based on the prior studies conducted on the brand relationships, an integrated conceptual framework on consumer-brand relationships, quality of service and brand evangelism is developed. The snowball sampling technique was employed in this study, and the sample drawn was consisted of 400 brand conscious customers of the different restaurants serving in Multan. The sample was focused on the salaried class, working at different organizations in Multan only. For more robust testing of the theory, brand love was included as a moderating variable. For testing of the moderation effect Process by Andrew F. Hayes was used with the assistance of SPSS version 23. Research findings revealed that the impacts of the brand trust, quality of service and brand identification on brand evangelism are significant. And brand love as a moderating variable moderate the relationships between brand trust, quality of service, brand identification and brand evangelism. The mindsets of the today customers are changing, and they are getting more brand conscious, they love to share their good and bad experience about the different brands that exist in the market. Today, it is very important for brand managers to know the feelings of the customers about their brands. This study suggests the brands to cultivate brand trust, quality in their services, brand identification and brand love in their service for longer standing in diversifying the market. Brand evangelism is not an old construct, especially, it is new for the graphical location where we are conducting this study, because there is no similar study available here. This study is only focused on the restaurants in Multan, other geographical locations or industries (e.g. beverage industry, cellular operators, electronics etc.) may be used to more clearly understand the brand evangelism construct. Also, comparative studies can be performed to compare the brand evangelism level in customers of a specific at different graphical location markets. This study takes brand customers as brand evangelists but persons from sales department workforce may also be considered as a brand evangelist, because evangelism may also reside there.

Antecedents and Consequences of E-News Brand Trust

2020 ◽  
pp. 521-536
Author(s):  
Elia Ardyan ◽  
Vincent Didiek Wiet Aryanto
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Significant Positive Effect ◽  
Negative Effect ◽  
Brand Attributes ◽  
Antecedents And Consequences ◽  
Positive Effect

The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and Kompas.com. Sample of this study composed of 418 respondents, of which 239 respondents are Kompas.com readers and readers of Detik.com comprised of 179 respondents. The analysis used in this study is the Structural Equation Model. Results of this study indicate that both Detik.com and Kompas.com have the same result for the research model used. The result of this research are e-news brand attributes have positive and significant impact on e-news brand experience, e-news brand attributes have a positive and significant impact on e-news brand loyalty, e-news brand experience has negative effect but not significant at the customer confusion, customer confusion, has a negative but not significant effect on e-news trust brand, e -news brand experience has the effect of e-news brand trust and a significant positive effect on brand loyalty e-news.

scholarly journals BRAND IDENTIFICATION, SATISFACTION, BRAND TRUST, DAN COMMITMENT TERHADAP CUSTOMER LOYALTY PADA KONSUMEN MOTOR SPORT

Media Bisnis ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 89-100
Author(s):  
DENNY SEPTA HARYANTI ◽  
EDDY HERMAWAN
Keyword(s):  
Data Analysis ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Brand Trust ◽  
Analysis Method ◽  
Brand Identification ◽  
Motor Sport ◽  
Customer Commitment

The purpose of this study was to examine and analyze the influence of customer brand identification (CBI), customer satisfaction (SAT), customer brand trust (CBT), and customer commitment (CM) to customer loyalty (CL) on Yamaha Vixion motor sport consumers in DKI Jakarta. The form of research conducted in this study are causal and descriptive. Sampling using pusposive sampling technique with the number of respondents as many as 281 respondents. The data analysis method used in this study is SEM (Structural Equation Model) with AMOS tools. The result of this study indicates that CBI, SAT, CBT, and CM had effect to CL. CBT had effect to CLmediating through SAT, CBT, and CM. Then, SAT had effect to CM mediating through CBT. CBI had effect to CBT mediating through SAT, and CBI had effect to CM mediating through SAT.

scholarly journals Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA

2019 ◽  
Vol 7 (9) ◽  
pp. 106-120
Author(s):  
Titi Murtiningsih Sukarman
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Intervening Variables

The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

scholarly journals ANTESEDEN LOYALITAS MEREK: STUDI EMPIRIS PADA KONSUMEN STARBUCKS

2021 ◽  
Vol 5 (1) ◽  
pp. 99
Author(s):  
Cindy Alfian ◽  
Sabrina Oktaria Sihombing
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Reliability And Validity ◽  
Equation Modeling ◽  
Young Generation ◽  
Brand Trust ◽  
Coffee Shop ◽  
Self Image ◽  
Image Congruence ◽  
Validity Tests

Di era globalisasi ini, sudah menjadi gaya hidup bagi hampir setiap generasi muda dan dewasa untuk bersantai dengan cara menongkrong di café atau kedai kopi. Starbuck merupakan salah satu kedai kopi yang sering dikunjungi anak muda. Penelitian ini bertujuan untuk memprediksi hubungan variabel anteseden (yaitu: kepercayaan merek, afeksi merek, kesesuaian citra diri, dan kesesuaian fungsional) dari loyalitas merek.  Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan mengintegrasikan disain sampling bertujuan. Kuesioner didistribusikan secara online dan melibatkan 200 responden. Sebelum data diolah, uji reliabilitas dan validitas dilakukan untuk memastikan indikator yang digunakan adalah andal dan valid. Kemudian, data dianalisis dengan menggunakan model persamaan struktural. Hasil analisis memperlihatkan bahwa terdapat tiga dari empat hipotesis penelitian yang didukung. Secara spesifik, penelitian ini menunjukkan bahwa kepercayaan merek, afeksi merek, dan kesesuaian citra diri merupakan prediktor utama dari loyalitas merek. Pembahasan dan keterbatasan penelitian disampaikan dalam penelitian ini. In this era of globalization, it has become a lifestyle for almost every young generation and adult to relax by hanging out in a café or coffee shop. Starbuck is one of the coffee shops frequented by young people. This study aims to predict the relationship between antecedent variables (namely: brand trust, brand affection, self-image congruence, and functional congruence of brand loyalty. This study uses a quantitative approach. The data were collected through a survey by integrating a purposive sampling design. The questionnaire was distributed online and involved 200 respondents. Before the data is processed, reliability and validity tests are carried out to ensure that the indicators used are reliable and valid. Then, the data were analyzed using structural equation modeling. The results of the analysis show that there are three of the four supported research hypotheses. Specifically, this study shows that brand trust, brand affection, and self-image congruence are the main predictors of brand loyalty. The discussion and limitations of the research are presented in this study.

scholarly journals An Empirical Study on the Factors Affecting Online Retail Brand Engagement and Purchase Intention

2020 ◽  
Author(s):  
Subhajit Bhattacharya ◽  
Vijeta Anand
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Trust ◽  
Market Place ◽  
Online Retail ◽  
Marketing Environment ◽  
Factors Affecting ◽  
Brand Engagement

The Consumer buying criterion has reformed massively in this present digitized marketing environment. The growing importance & popularity of online buying is very much substantial and quite evident in India these days. This study attempts to investigate the relationships between brand trust, social linkages, brand awareness, online retail brand engagement and final brand selection & purchase intention. The current research also examined the linkages among brand trust, social linkages, brand awareness and online retail brand engagement and in creating the final brand selection & purchase intention relating to Indian online retail market. Data from 252 observations were analyzed using the structural equation modeling method. The outcome of this research paper shows how an effective online retail brand engagement environment can be created to boost the final brand selection & purchase intention in the Indian online market place.  

Antecedents and Consequences of E-News Brand Trust

2015 ◽  
Vol 6 (2) ◽  
pp. 38-51
Author(s):  
Elia Ardyan ◽  
Vincent Didiek Wiet Aryanto
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Research Model ◽  
Negative Effect ◽  
Brand Attributes ◽  
Antecedents And Consequences ◽  
Positive Effect

The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and Kompas.com. Sample of this study composed of 418 respondents, of which 239 respondents are Kompas.com readers and readers of Detik.com comprised of 179 respondents. The analysis used in this study is the Structural Equation Model. Results of this study indicate that both Detik.com and Kompas.com have the same result for the research model used. The result of this research are e-news brand attributes have positive and significant impact on e-news brand experience, e-news brand attributes have a positive and significant impact on e-news brand loyalty, e-news brand experience has negative effect but not significant at the customer confusion, customer confusion, has a negative but not significant effect on e-news trust brand, e -news brand experience has the effect of e-news brand trust and a significant positive effect on brand loyalty e-news.

The influence of brand trust and brand identification on brand evangelism

2013 ◽  
Vol 22 (5/6) ◽  
pp. 371-383 ◽  
Author(s):  
Enrique P. Becerra ◽  
Vishag Badrinarayanan
Keyword(s):  
Brand Trust ◽  
Brand Identification ◽  
Brand Evangelism

scholarly journals Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts

2019 ◽  
Vol 11 (19) ◽  
pp. 5258
Author(s):  
Yung-Hsin Lee ◽  
Shui-Lien Chen
Keyword(s):  
Structural Equation ◽  
Reliability And Validity ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediating Effects ◽  
Online Questionnaire ◽  
Corporate Transparency ◽  
New Concepts ◽  
Willingness To Adopt ◽  
Corporate Social

Green attributes transparency presents new opportunities and challenges to advertisers. This study developed a research framework to enhance consumers’ willingness to adopt green cosmetics from several green constructs, such as corporate transparency, corporate social responsibility (CSR), green brand image, green brand trust, and green brand equity, and showed the green field strategy implications. This study commissioned a professional survey company to distribute an online questionnaire of cosmetic using experience to the participants. AMOS statistics software was used to analyze the measurement reliability and validity, and to examine the research hypotheses using structural equation modeling. The contribution of the study aimed to provide a correct standpoint for new concepts of green strategy in accordance with environmental trends, activities, and positive enterprise image to increase the consumers’ willingness to adopt green cosmetics from five constructs.

scholarly journals Pengaruh Brand Trust dan Brand Affect Terhadap Brand Loyalty Threeosix Coffee Shop Surabaya

2021 ◽  
Vol 2 (6) ◽  
pp. 922-935
Author(s):  
Irra Chrisyanti Dewi ◽  
Ferris Julian
Keyword(s):  
Structural Equation Modeling ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Trust ◽  
Coffee Shop ◽  
Probability Sampling ◽  
Brand Affect

Beberapa tahun ini, sebelum pandemic perkembangan bisnis meningkat drastic. Hal ini, menjadikan banyak perusahaan terpacu menyusun strategi agar survive. Salah satu strategi yang dilakukan adalah menciptakan kosumen yang loyal terhadap brand perusahaan, sehingga konsumen memiliki loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand affect terhadap brand loyalty pada Threeosix Coffee Shop di Surabaya. Pendekatan kuantitatif dilakukan melalui metode Structural Equation Modeling (SEM). Sampel dari penelitian ini dipilih menggunakan teknik non probability sampling, karakteristik yang dituju adalah pria dan wanita, berdomisili di Surabaya, minimal usia 17 tahun sampai 40 tahun ke atas, pernah membeli produk Threeosix Coffee Shop minimal satu kali dalam satu bulan terakhir. Jumlah sampel yang digunakan pada penelitian sebanyak 133 orang. Hasil penelitian menunjukkan bahwa: 1) brand trust berpengaruh secara signifikan terhadap brand affect Threeosix Coffee Shop; 2) brand trust berpengaruh secara signifikan terhadap brand loyalty Threeosix Coffee Shop; dan brand affect berpengaruh secara signifikan terhadap brand loyalty.

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