Title: Antecedents to an evangelising consumer

Authors: Christine D'Lima; Mala Srivastava

Addresses: NMIMS, ASMSOC, V.L. Mehta Road, Vile Parle (W), Mumbai, 400-056, India ' Indian Institute of Management Kashipur, Bazpur Road, Udham Singh Nagar District, Kashipur, Uttarakhand, 244713, India

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.

DOI: 10.1504/IJMCP.2019.103196

International Journal of Management Concepts and Philosophy, 2019 Vol.12 No.4, pp.448 - 462

Received: 01 Apr 2019
Accepted: 18 May 2019
Published online: 21 Oct 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article