A Study Toward An Understanding Of Brand Evangelism

As the degree of market competition increases, brand managers are trying to attract and retain consumers through various marketing means, but in the overwhelming of advertising and promotions noise, it is difficult to find the really effective marketing tools and marketing strategies. While most enterprises are still struggling to brand building, there are few strong brands that consumers are enjoying the support of the brand and worship without regrets, these consumers will not only be loyal to their brand, but also spare no effort in convincing or persuading others to get engaged with the same brand, they are the unpaid spokesperson of the brand and brand evangelists. Therefore, explain the dimensions that are involved in a consumer becoming a brand evangelist and better understand the phenomenon of brand evangelism is important and necessary. This dissertation proposed and examined constructs leading to brand evangelism, based on the analysis Apple (Apple) brand. This brand has been referenced within both marketing journals and the practitioner literature as having passionate, loyal consumers who have the propensity for being brand evangelists. Hope that domestic brand managers can get better insight into brand building and management.Based on the literature review, it is proposed here that the attributes leading to brand evangelism include brand satisfaction, consumer-brand identification, sociability, and opinion leadership, and brand satisfaction plays a regulatory role between brand satisfaction and brand evangelism. Through the development and testing of a model, we progress our study through a network questionnaire survey and use SPSS 16.0 to analyze data.218 valid questionnaires were collected.The results of the study garnered some mixed results. It was found that brand satisfaction, consumer-brand identification, and opinion leadership are all concepts that lead to brand evangelism; brand salience is verified positive regulatory role on the relationship between brand satisfaction and brand evangelism; but sociability does not have a statistically significant relationship directly related with brand evangelism.According to the above conclusions, this study finally puts forth a marketing proposal for the brand managers. In addition, we also sum up the limitations of this study and describe the future research direction.