Antecedents to an evangelising consumer

Christine D'Lima and Mala Srivastava

International Journal of Management Concepts and Philosophy, 2019, vol. 12, issue 4, 448-462

Abstract: Understanding consumers is most crucial in the current scenario, and this study is an effort to investigate how to get consumers to evangelise a brand. While tapping into the understanding of brand evangelism, the goal of this paper is to highlight the various antecedents to an evangelising consumer in India which can help marketers identify them and target marketing spends accordingly. A structured questionnaire was used to collect data (n = 1,000) using systematic sampling from users of brands above 18 years of age from India. Multivariate data analysis techniques like exploratory factor analysis and structural equation modelling were used to analyse data. Analysis showed that salience, resonance and brand trust are imperative determinants of brand evangelism. Results of this study propose that marketers may want to focus on escalating brand trust and top of the mind recall which will resonate with the consumer to build brand evangelist in the marketplace.

Keywords: brand trust; evangelism; resonance; salience; Indian customers; SEM; exploratory factor analysis; EFA. (search for similar items in EconPapers)
Date: 2019
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