Abstract
The objective of this study is to better understand the phenomenon of brand evangelism and the dimensions that are involved in a consumer becoming a brand evangelist. A brand evangelist is a consumer who actively “spreads the good word” of the brand while attempting to influence others’ consumption behavior. This behavior goes beyond word-of-mouth communication as it often unprompted, generally positive, and has the intention of “converting” an individual to consume the brand. Through the development and testing of a model, this study helps to realize the concepts that are involved in a consumer becoming a brand evangelist. To date, little research has examined the dimensions of brand evangelism. It is proposed here that the attributes leading to brand evangelism include brand satisfaction, brand salience, consumer-brand identification, sociability, and opinion leadership. The results of the study garnered some mixed results. It was found that consumer-brand identification, brand salience, and opinion leadership are all concepts that lead to brand evangelism However, neither brand satisfaction nor sociability has a statistically significant relationship directly related with brand evangelism. It must be noted, though, that brand satisfaction does have a mediated relationship with brand evangelism through consumer-brand identification.
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© 2015 Academy of Marketing Science
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Doss, S.K. (2015). “Spreading the Good Word”: Toward an Understanding of Brand Evangelism. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_259
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DOI: https://doi.org/10.1007/978-3-319-10873-5_259
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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