Identifying Customer Evangelists

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 signals a weak or insignificant relationship between consumer buying intention and product evangelists. 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).…”

The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour

“…The mixed results of previous studies highlighted the urgency of the study to broaden into new contexts and sample with additional antecedents and consequences (Casalo, Flavion & Guinaliu, 2010a;Cheung, Lee & Rabjohn, 2008;Kim, Choi, Qualls & Han, 2008). Previous studies attempted to explore the consequences of online brand community based on different perspectives such as brand resonance (brand satisfaction and loyalty) (Hur, Ahn & Kim, 2011) as well as brand evangelism (Becerra & Badrinarayanan, 2013;Doss, 2013;Collins, Glabe, Mizerski & Murphy, 2015). Doss conceptualized brand evangelism as a unidimensional construct, where as Becerra and Badrinarayanan (2013), outlined three major dimensions, namely intention to purchase, positive band referral and oppositional brand referral.…”

“…Doss conceptualized brand evangelism as a unidimensional construct, where as Becerra and Badrinarayanan (2013), outlined three major dimensions, namely intention to purchase, positive band referral and oppositional brand referral. The recent study of Collins Glabe, Mizerski and Murphy (2015) revealed that brand evangelists are higher in terms of satisfaction, perception towards value of the brand, purchase intention, cultishness and knowledge-orientation.…”

“…However, brand evangelism was conceptualized as a unidimensional construct. Collins and Murphy (2015) proposed that brand evangelism could be conceptualized as multidimensional constructs. Hence, this study attempts to conceptualize brand evangelism based on multidimensional constructs.…”