Brand Evangelism as a Pathway to Repurchase Intention: The Roles of Brand Trust, Brand Love, and Brand Loyalty

Abstract

The aim of this study is to investigate the mediating role of Brand Loyalty and Brand Evangelism in the relationship between Brand Trust and Brand Love to Repurchase Intention. While some studies have examined these constructs separately, there is little research that has combined them within a unified framework to explain the relationship between emotional and relational brand constructs and repeat purchase. Hence, the purpose of this study is to gain a better understanding of the process and mechanisms that would convert customer loyalty into becoming brand advocates and repeat customers. A quantitative, cross section research design was used. A structured questionnaire was administered to 300 consumers that was based on validated measurement scales. Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 was used to analyze the proposed model. The standard procedures of PLS-SEM were applied for reliability, validity, and structural relationships. The results showed that the Brand Trust has a significant effect on Brand Loyalty (β = 0.510; p<0.001), and Brand Love has a significant effect on Brand Loyalty (β = 0.411; p<0.001). Moreover, the level of Brand Loyalty significantly correlates with Brand Evangelism (β = 0.822, p < 0.001), and the level of Brand Evangelism significantly correlates with Repurchase Intention (β = 0.825, p < 0.001). The model accounted for 76.8% of the variance in Brand Loyalty, 67.5% of the variance in Brand Evangelism, and 68.1% of the variance in Repurchase Intention. The results offer practical implications for organizations that want to boost customer relationships, advocate behaviors, and build closer customer loyalty and repurchase intentions.