Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand
Yükleniyor...
Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
MDPI
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
In today’s competitive environment, it is important to understand that consumers’ evangelical behavior depends on symbolic brand attachment. This study, drawing on social identity theory (SIT), investigates the direct relationship between brand symbolism and three characteristics of brand evangelism, namely purchase intention, positive brand referrals, and oppositional brand referrals, while also considering the mediating role of consumer brand identification (CBI) and the moderating role of generational cohorts. A total of 323 Starbucks coffee shop consumers were analyzed, and the structural equation modeling (SEM) approach was employed using Smart PLS 3.2. The findings revealed that brand symbolism is the strongest predictor of positive brand referrals, followed by purchase intention and oppositional brand referrals. CBI was a significant mediator between brand symbolism and the three aspects of brand evangelism. The results of the moderation effect of the generational cohort showed a significant relationship between brand symbolism and purchase intention. Interestingly, the generational cohort was not a significant moderator between brand symbolism and positive brand referrals and oppositional brand referrals. The study concludes with theoretical and managerial implications, as well as some suggestions for future studies.
Açıklama
Anahtar Kelimeler
brand symbolism; brand evangelism; consumer brand identification; generational cohorts
Kaynak
Sustainability (Switzerland)
WoS Q Değeri
Q2
Scopus Q Değeri
N/A
Cilt
15
Sayı
2
