c عنوان انگلیسی مقاله:

The influence of brand trust and brand identification on brand evangelism

ترجمه عنوان مقاله: تاثیر اعتماد به نام تجاری و شناسایی نام تجاری در بشارت نام تجاری

رشته: مدیریت بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 13 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Purpose: The purpose of this study is to examine how the nature of consumers’ relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals.

Design/methodology/approach: Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers’ extraversion, gender, and brand experience are included as control variables. Structural equation modeling is used to test the proposed hypotheses.

Findings: The findings reveal that consumer-brand relationships influence brand evangelism, albeit in different ways. Whereas brand trust influences purchase intentions and positive referrals, brand identification influences positive and oppositional brand referrals. Overall, the findings reveal the power of consumer-brand relationships in engendering brand evangelism, relative to other factors such as extraversion, gender, and brand experience.

Practical implications: In today’s consumption society, where it is increasingly easier for consumers to demonstrate extreme devotion and derision toward brands, it is important for marketers to understand the drivers of behaviors directed toward brands. This study suggests that marketers can cultivate brand evangelism by building brand trust and brand identification.

Originality/value: Marketing researchers and practitioners are only recently beginning to understand brand evangelism. This study demonstrates that consumer-brand relationships, rather than personality, gender, and usage experience, trigger brand evangelism and offers directions for future researchers to further explicate brand evangelism.

Keywords: Brand evangelism, Brand identification, Brand trust, Consumer-brand relationships

Paper type: Research paper

مقدمه مقاله

Given that they have the power to influence consumer behavior and marketplace advantages for firms, consumer- brand  relationships  represent  an  important  area  of investigation for marketers (Keller, 2012). Researchers have identified that strong consumer-brand relationships influence consumer actions, such as purchasing the brand, praising and/ or defending the brand, and even providing opposing comments about rival brands (e.g. Aakeret   al. , 2004; Fournier, 1998; Muniz and Hamer, 2001; Park et al. , 2013; Pimentel and Reynolds, 2004; Schmitt, 2013 Thompson andSinha,  2008).  Ultimately, strong  consumer-brand relationships have the potential to create brand loyalty, vibrant brand communities, and sustained firm performance in both physical and online settings (Aggarwal, 2004; Keller, 2012, 2013). Not surprisingly, marketing researchers and practitioners  have  evinced  significant  interest  in understanding the nature and outcomes of consumer-brand relationships.

 

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