Driving brand evangelism by Unleashing the power of branding and sales management practices

Farooq Ahmed Jam, TARIQ Iqbal Khan and Justin Paul

Journal of Business Research, 2025, vol. 190, issue C

Abstract: In today’s competitive market, brand evangelism is pivotal for brand success. This study delves into how corporate brand image, sales management practices, and salesperson-brand alignment impact brand evangelism. It also looks at how brand associations mediate these links and how consumer adoption of digital technologies can moderate these effects. The research takes a quantitative approach, gathering data from Pakistani electronics consumers via a multistage cluster sampling method. Using structural equation modeling and regression analysis, the results highlight the significance of building a strong brand image, implementing effective sales strategies, and ensuring alignment between sales reps and the brand. The study also reveals that brand associations mediate connections between independent variables and brand evangelism, underscoring the importance of consumer perceptions and brand associations. Moreover, the influence of brand associations on brand evangelism may vary with the extent of digital technology adoption among consumers. This emphasizes the importance for marketers to utilize digital platforms and channels to boost brand advocacy efforts. Thus, by grasping the drivers of brand advocacy and the role of brand associations, marketers can formulate effective strategies to nurture brand evangelists and cultivate positive consumer engagement.

Keywords: Brand evangelism; Corporate brand image; Sales management practices; Salesperson-Brand congruence; Brand associations; Type adoption of digital technologies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000372

DOI: 10.1016/j.jbusres.2025.115214

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