Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Abstract

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals). Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

“…BT plays a vital role in relational exchange ( Riorini and Widayat, 2015 ; Ling et al, 2021 ). According to Chaudhuri and Holbrook (2001) , the foundation of BT relies on the brand’s ability to perform its stated function; therefore, the reliability of a brand is the root of BT ( Ballester and Munuera-Alemán, 2005 ; Villagra et al, 2021 ).…”

“…Additionally. Scholars have investigated the relationship between BT and BE, finding that trust positively stimulates evangelistic behaviors ( Badrinarayanan and Becerra, 2013 ; Doss, 2014 ; Riorini and Widayat, 2015 ). Therefore, we hypothesize that:…”

Marka Güveni̇ Ve Marka Özdeşleşmesi̇ni̇n Marka Evangeli̇zmi̇ Üzeri̇ndeki̇ Etki̇si̇

“…'nin yapmış oldukları çalışmada marka özdeşleşmesinin marka evangelizminin üç davranış şekli olan marka satın alma niyeti, olumlu marka tavsiyesi ve rakip markalara karşı muhalif davranışlar sergileme davranışları arasında pozitif bir ilişki olduğu olduğu görülmüştür. Ayrıca, marka özdeşleşmesinin marka evangelizmini pozitif yönde etkilediği sonuçlarına ulaşılmıştır (Riorini ve Widayati, 2015).…”

“…geliştirilen bir iletişim stratejisi ile tüketicinin zihninde yer alıp, tüketicilerin evangelist davranışlar göstermesini sağlayabilir (McConnel ve Huba, 2003). Riorini ve Widayati (2015)'nin yapmış oldukları çalışmada marka güveninin marka evangelizmini pozitif yönde etkilediği sonuçlarına ulaşmışlardır.…”

“…Başka bir ifadeyle araştırmaya katılan tüketicilerin marka yönelik özdeşleşme ve güven düzeyleri arttıkça evangelizm düzeylerinin de artacağı ve markaya olan güvenleri yükseldikçe özdeşleşme düzeylerinin de yükseleceği söylenebilir. Marka özdeşleşmesi ile marka güveninin marka evangelizmini pozitif yönde etkilediği bulgusu Riorini ve Widayati (2015)'nin çalışmasındaki sonuçlar ile benzerdir.…”