Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand

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dc.authorid0000-0001-7186-8235en_US
dc.authorid0000-0002-2484-9856en_US
dc.authorid0000-0002-2410-765Xen_US
dc.contributor.authorOsmanova, Irada
dc.contributor.authorOzerden, Seden
dc.contributor.authorDalal, Bassam
dc.contributor.authorIbrahim, Blend
dc.date.accessioned2023-10-30T13:34:46Z
dc.date.available2023-10-30T13:34:46Z
dc.date.issued2023en_US
dc.departmentFakülteler, İşletme Fakültesi, İşletme Bölümüen_US
dc.description.abstractIn 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.en_US
dc.identifier.doi10.3390/su15021684en_US
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-85146598450en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/6851
dc.identifier.urihttps://doi.org/10.3390/su15021684
dc.identifier.volume15en_US
dc.identifier.wosWOS:000927121000001en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherMDPIen_US
dc.relation.ispartofSustainability (Switzerland)en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectbrand symbolism; brand evangelism; consumer brand identification; generational cohortsen_US
dc.titleExamining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Branden_US
dc.typeArticleen_US

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