Brand Commitment, Image, Identification and Trust on Brand Evangelism

Abstract

Aim of the Study: The purpose of this paper is to check the nature of customer and customer behavior toward brand or services. This paper is to check the customer relationship with different type of brand influence on evangelism brand. Evangelism brand is termed as intense form of brand support behavior. This study investigated the four-trend relation construct brand commitment, brand identification, brand image and brand trust on brand evangelism and also checked the mediating role of emotional attachment.

Methodology: For this study, survey technique is conducted on 245 Students conveniently selected from three Universities of Islamabad. Emotional attachment fully mediates the relation between four independent variables and one dependent (brand identification, brand image, commitment and trust and evangelism).

Findings: This study found that in today’s drowning market consumption society which consumer to demonstrate extreme devotion and contempt toward brand or service. In today’s market it is important for firm and marketer to understand the driver of consumer behavior toward brand.

Conclusion: The study concluded that brand evangelism is by building brand commitment, brand image, brand trust and brand identification and also emotionally attached the consumer with their brand. Marker should understand the brand evangelist because evangelist customer is the most engaged customer with brand or services.