THE EFFECT OF BRAND TRUST AND BRAND IDENTITY ON BRAND EVANGELISM

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BALOUCHI HOSSEIN; HASANGHOLIPOUR TAHMORES; MALAKI MINBASH ROZGAH MORTEZA; SIYAH SARANI KAJOORI MOHAMMADALI

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Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2015 | Volume:7 | Issue:14 Page(s): 59-80

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Title

THE EFFECT OF BRAND TRUST AND BRAND IDENTITY ON BRAND EVANGELISM

Author(s)

BALOUCHI HOSSEIN | HASANGHOLIPOUR TAHMORES | MALAKI MINBASH ROZGAH MORTEZA | SIYAH SARANI KAJOORI MOHAMMADALI | Issue Writer Certificate

Keywords

BRAND EVANGELISMQ1

BRAND IDENTIﬁQ1

CATIONQ2

BRAND TRUSTQ2

CONSUMERQ2

BRAND RELATIONSHIPQ2

Abstract

The purpose of this study is to examine the impact of BRAND TRUST and brand identity on brand evang elism among CONSUMERs of the mobile phone between student of semnan university. The study investigates the inﬂuence of two CONSUMER-brand relational constructs, BRAND TRUST and BRAND IDENTIﬁcation, on BRAND EVANGELISM. BRAND EVANGELISM, conceptualized as an amalgam of adoption and advocacy behaviors is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals among students of Semnan University of Nokia mobile phone. Therefore, 392 persons were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity is assessed by Cronbach's alpha and confirmatory factor analysis. This conceptual model were examined using structu ral part called path analysis, and structural equation modeling. The results showed that BRAND TRUST and brand identity have significant positive effect on BRAND EVANGELISM, and the brand identity has a direct and positive effect on BRAND EVANGELISM.

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APA: Copy

BALOUCHI, HOSSEIN, HASANGHOLIPOUR, TAHMORES, MALAKI MINBASH ROZGAH, MORTEZA, & SIYAH SARANI KAJOORI, MOHAMMADALI. (2015). THE EFFECT OF BRAND TRUST AND BRAND IDENTITY ON BRAND EVANGELISM. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 7(14), 59-80. SID. https://sid.ir/paper/197084/en

Vancouver: Copy

BALOUCHI HOSSEIN, HASANGHOLIPOUR TAHMORES, MALAKI MINBASH ROZGAH MORTEZA, SIYAH SARANI KAJOORI MOHAMMADALI. THE EFFECT OF BRAND TRUST AND BRAND IDENTITY ON BRAND EVANGELISM. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2015;7(14):59-80. Available from: https://sid.ir/paper/197084/en

IEEE: Copy

HOSSEIN BALOUCHI, TAHMORES HASANGHOLIPOUR, MORTEZA MALAKI MINBASH ROZGAH, and MOHAMMADALI SIYAH SARANI KAJOORI, “THE EFFECT OF BRAND TRUST AND BRAND IDENTITY ON BRAND EVANGELISM,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 7, no. 14, pp. 59–80, 2015, [Online]. Available: https://sid.ir/paper/197084/en

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