Brand evangelism refers to brand identification and loyalty by consumers like evangelists who not only continuously consume this brand, but also actively persuade others to purchase this brand, and even may discredit its competitors.The psychological mechanism of brand evangelism is showed by that real consumer experience develops into high trust and recognition of the brand through brand passion, then brand evangelism; then a brand evangelist actively persuades others to join in his consumption camp.Brand evangelists have enthusiasm for the brand when talking about the products or services and can greatly improve the efficiency of the communication of the brand.How to cultivate brand evangelists is a new topic for today's enterprises.It reviews related literature in aspects of connotation, measurement, effectiveness antecedents, psychological mechanism and so on, and makes prospects for future research directions.
A Literature Review of Brand Evangelism
Foreign Economics & Management Vol. 38, Issue 03, pp. 61 - 72 (2016) DOI:10.16538/j.cnki.fem.2016.03.005
Cite this article
Yuan Denghua, Wang Qi, Zhu Liye. A Literature Review of Brand Evangelism[J]. Foreign Economics & Management, 2016, 38(3): 61–72.
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