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

Abstract

In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences brand evangelism which is considered as an extra-role behavior from the members. The study among 167 members of the online brand communities revealed that brand evangelism is explained by the unidimensional construct. The result indicates that trust towards the online brand community and brand community commitment significantly affect brand evangelism. Implication and future research direction are also highlighted at the end of this article.

The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis

“…For example, Darley and Smith [50] found that consumers are less skeptical of objectively true advertising statements and generate stronger brand beliefs and purchase intentions than subjectively ambiguous green advertising statements. Brand communication is a one-dimensional structural construct; brand trust is an important predictor of consumer online brand communication behavior [51]. In the context of this study, when consumers perceive information quality characteristics such as usefulness, authenticity, and attractiveness of green advertising messages, brand identification and brand perceptions are reinforced, intrinsic emotions of trust in the brand's green capabilities and green values conveyed by the environmental message are further stimulated by the extrinsic stimulus, and consumers are more likely to generate purchase of the green brand based on their high regard for the brand and extrinsic behavioral responses to brand communication.…”

Marka Güveni̇ Ve Marka Özdeşleşmesi̇ni̇n Marka Evangeli̇zmi̇ Üzeri̇ndeki̇ Etki̇si̇

“…Therefore, when the consumer trust to brands, their level of evangelism will increase. Shaari and Ahmad (2016) showed that trust in online brand communities has a positive effect on online brand evangelism. This result support our study in order to findings.…”