Evangelistic behaviour as a second order construct: How do the determinants of customer brand identification lead to brand evangelism?

This study aims to further knowledge of the dimensionality of brand evangelism, a topic that has received very little attention. Moreover, the paper explores how customer brand identification (CBI) and brand evangelism (BE) are related in a developing Asian economy, employing the combined lens of social identity and self- verification theories. While the association between various brand-related factors and brand evangelism has been probed before, a dearth of studies conceptualising brand evangelism as a second-order construct exists. Given this scholarly void, the suggested model was tested using PLS-SEM. Questionnaires were administered to 358 respondents with a response rate of 94.4%. Using the embedded two-stage technique, the results confirmed brand evangelism as a second-order construct. Additionally, greater brand attractiveness and trust contributed to higher levels of brand evangelism. Brand attractiveness, brand social benefits, and memorable brand experience also indirectly affected it through customer brand identification. Practitioners can use these findings in various ways to improve the effectiveness of online shopping websites and apps.