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.

Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism

“…Current analysis demonstrates that altruism positively influences customer loyalty and brand evangelism for green brands, supporting hypotheses H 4 (β = 0.612, t = 2.322, p < 0.001) and H 5 (β = 0.231, t = 3.972, p < 0.05). This finding is in line with the observation of Collins et al (2015) and Riorini et al, (2016). Similarly, purchase intention also found to have a positive impact on customer loyalty and brand evangelism for green brands, supporting hypotheses H 6 (β = 0.425, t = 9.236, p < 0.001) and H 7 (β = 0.521, t = 2.432, p < 0.05).…”

“…This study analysis supports the findings of Collins et al (2015) that evangelists have a stronger purchase intention toward the product in comparison to noncustomer evangelists. A customer may or may not become brand evangelist because it is not certain that buying process will have a positive and emotional experience for the customer (Riorini et al, 2016). But producers can create a strong emotional bonding with a particular brand, possibly leading to evangelism (Riivits-Arkonsuo et al, 2014).…”

“…However, Collins et al (2015) indicate that evangelists, who have already been customers, have a stronger purchase intention to buy the product in future as compared to non-customer evangelists. Therefore, the buying process may or may not contribute to a positive and emotional experience (Riorini et al, 2016). We assumed that customer attitudinal buying intentions have a positive influence on brand evangelism for environmentally friendly products.…”

COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk

“…During the pandemic, a safe and healthy environment is the first priority for most customers, especially those who perceive preventive measures as essential. Brand trust refers to customers’ perception of value and confidence toward the brand (Godfrey 2005 ; Sahin et al 2011 ; Herbst et al 2012 ; Riorini and Widayati 2016 ; Bruin Srivastava et al 2016 ). Multiple studies pointed out that brand trust reduced the negative impact of uncertainty or perceived risk associated with a brand and increased customers’ purchase intention (e.g., Matzler 2008 ; Sanchez-Franco 2009 ).…”

Marka Boyutlarının Marka Evangelizmine Etkisi

“…In the last group, there are questions prepared to determine the demographic characteristics of the consumers participating in the survey. Brand evangelism Cestare (2018), Riorini and Widayati (2015) and Matzler, et al (2007), brand trust with 6 statements based on the studies of Becerra and Badrinarayanan (2013) and Riorini and Widayati (2015), brand identification in 5 statements, based on the studies of Becerra and Badrinarayanan (2013) and Doss (2010), the brand is passion Matzler, et al (2007), and brand satisfaction was measured with 4 statements based on Doss (2010). The data collected through the questionnaire were analyzed using SPSS 20.0 and AMOS 20 statistics programs.…”