The Influence of Brand Trust on Brand Evangelism Through Brand Identification and Passion Among Apple Users

Authors

  • Azriil Aurelia Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia
  • Rahadyan Tajuddien Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia

DOI:

https://doi.org/10.69725/jebi.v1i4.130

Keywords:

Brand Evangelism, Brand Trust, Brand Identification, Brand Passion

Abstract

Purpose: This research examines the relationship between brand trust and brand evangelism among Apple product users, with a focus on brand identification and brand passion as mediators.
Method: The study used a quantitative research design by survey method. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data and assess the interrelationships between variables.
Findings: The results indicate that brand trust does not correlate directly with brand evangelism, but is a significant predictor of both brand identification and brand passion. Moreover, brand trust is related to brand evangelism through positive mediation of brand passion but not for mediation of brand identification. The research highlights the importance of emotional attachment to becoming a consumer advocate.
Novelty: The current study sheds light on the subtle pathways across which brand trust reinforces brand evangelism, as well as elucidates a new perspective on the comparative mediating role of brand passion vs. brand identification.
Implications: The theoretical implications indicate that in the context of strong perfect information asymmetric power dynamics, brands (i.e., Apple) can implement strategies to create emotional engagement with consumers. Most importantly, trusting initiatives that boost brand passion can drive loyalty and advocacy, providing your most powerful pipeline of brand evangelists

Downloads

Download data is not yet available.

Author Biographies

  • Azriil Aurelia, Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia

    Azriil Aurelia
    Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia

  • Rahadyan Tajuddien, Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia

    Prof. Rahadyan Tajuddien, S.E., M.M.

    Department of Management, Faculty of Economics and Business, Universitas Pamulang , Tangerang, Indonesia

References

Agarwal, J., & Malhotra, N. K. (2019). Reflections on the State-of-the-Art in ‘Ethics & Morality in Customer-Brand Relationships’: Directions for Future Research. Journal of Business Research, 95, 392–400. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.10.057

Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939–955. https://doi.org/https://doi.org/10.1016/j.im.2018.04.009

Belhadi, A., Kamble, S., Benkhati, I., Gupta, S., & Mangla, S. K. (2023). Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy. Journal of Business Research, 156, 113548. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113548

Bruckberger, G., Fuchs, C., Schreier, M., & Osselaer, S. M. J. Van. (2023). Retailing Groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness. Journal of Retailing, 99(4), 594–604. https://doi.org/https://doi.org/10.1016/j.jretai.2023.11.004

Bruneau, V., Swaen, V., & Zidda, P. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144–158. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.06.002

Campbell, G. M., & Martin, P. J. (2020). Chapter 11 - Bread aeration and dough rheology: An introduction. In S. P. B. T.-B. (Third E. Cauvain (Ed.), Woodhead Publishing Series in Food Science, Technology and Nutrition (pp. 325–371). Woodhead Publishing. https://doi.org/https://doi.org/10.1016/B978-0-08-102519-2.00011-6

Candra, S., Wiratama, I. N. A. D., Rahmadi, M. A., & Cahyadi, V. (2022). Innovation process of micro, small and medium enterprises (MSMEs) in greater Jakarta area (perspective from foodpreneurs). Journal of Science and Technology Policy Management, 13(3), 542–560. https://doi.org/10.1108/JSTPM-10-2020-0153

Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/https://doi.org/10.3390/joitmc8030109

Castro-González, S., Bande, B., & Fernández-Ferrín, P. (2021). Influence of companies´ credibility and trust in corporate social responsibility aspects of consumer food products: The moderating intervention of consumer integrity. Sustainable Production and Consumption, 28, 129–141. https://doi.org/https://doi.org/10.1016/j.spc.2021.03.032

Chandrasapth, K., Yannopoulou, N., Schoefer, K., & Liu, M. J. (2022). A multimodal discourse-mythological approach to understanding brand-based conflicts in online consumer communities: The case of Samsung vs. Huawei. Journal of Business Research, 144, 1103–1120. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.02.017

Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479–490. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.05.026

Deku, W. A., Wang, J., & Das, N. (2023). Innovations in entrepreneurial marketing dimensions: evidence of Halal food SMES in Ghana. Journal of Islamic Marketing, 14(3), 680–713. https://doi.org/10.1108/JIMA-03-2021-0098

Hui-Wen Chuah, S., Sujanto, R. Y., Sulistiawan, J., & Cheng-Xi Aw, E. (2022). What is holding customers back? Assessing the moderating roles of personal and social norms on CSR’S routes to Airbnb repurchase intention in the COVID-19 era. Journal of Hospitality and Tourism Management, 50, 67–82. https://doi.org/https://doi.org/10.1016/j.jhtm.2021.12.007

Jiang, N., Law, R., & Li, L. (2020). Impacts of peer-to-peer accommodation on the hotel industry: Hoteliers’ perspectives. International Journal of Hospitality Management, 88, 102516. https://doi.org/https://doi.org/10.1016/j.ijhm.2020.102516

Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46, 101321. https://doi.org/https://doi.org/10.1016/j.tele.2019.101321

Kawaf, F., & Istanbulluoglu, D. (2019). Online fashion shopping paradox: The role of customer reviews and facebook marketing. Journal of Retailing and Consumer Services, 48, 144–153. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.02.017

Maduku, D. K., Mpinganjira, M., Rana, N. P., Thusi, P., Ledikwe, A., & Mkhize, N. H. (2023). Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety. Journal of Retailing and Consumer Services, 71, 103208. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103208

Morgan, N. A., Katsikeas, C. S., & Vorhies, D. W. (2012). Export marketing strategy implementation, export marketing capabilities, and export venture performance. Journal of the Academy of Marketing Science, 40(2), 271–289. https://doi.org/10.1007/s11747-011-0275-0

Nkoulou Mvondo, G. F., Jing, F., Hussain, K., & Raza, M. A. (2022). Converting tourists into evangelists: Exploring the role of tourists’ participation in value co-creation in enhancing brand evangelism, empowerment, and commitment. Journal of Hospitality and Tourism Management, 52, 1–12. https://doi.org/https://doi.org/10.1016/j.jhtm.2022.05.015

Ozdemir Koken, Z., Savas, H., & Gul, S. (2022). Cardiovascular nurses’ experiences of working in the COVID-19 intensive care unit: A qualitative study. Intensive and Critical Care Nursing, 69, 103181. https://doi.org/https://doi.org/10.1016/j.iccn.2021.103181

Ozdemir, S., Zhang, S., Gupta, S., & Bebek, G. (2020). The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty. Journal of Business Research, 117, 791–805. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.02.027

Packard, M. D., & Burnham, T. A. (2021). Do we understand each other? Toward a simulated empathy theory for entrepreneurship. Journal of Business Venturing, 36(1), 106076. https://doi.org/https://doi.org/10.1016/j.jbusvent.2020.106076

Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575. https://doi.org/https://doi.org/10.1016/j.jclepro.2019.118575

Purohit, S., Hollebeek, L. D., Das, M., & Sigurdsson, V. (2023). The effect of customers’ brand experience on brand evangelism: The case of luxury hotels. Tourism Management Perspectives, 46, 101092. https://doi.org/https://doi.org/10.1016/j.tmp.2023.101092

Qian, T. Y., & Seifried, C. (2023). Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status. Journal of Business Research, 162, 113884. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113884

Robson, L. S., Amick III, B. C., Moser, C., Pagell, M., Mansfield, E., Shannon, H. S., Swift, M. B., Hogg-Johnson, S., Cardoso, S., & South, H. (2016). Important factors in common among organizations making large improvement in OHS performance: Results of an exploratory multiple case study. Safety Science, 86, 211–227. https://doi.org/https://doi.org/10.1016/j.ssci.2016.02.023

Sharma, P. (2023). Destination evangelism and engagement: Investigation from social media-based travel community. Electronic Commerce Research and Applications, 57, 101228. https://doi.org/https://doi.org/10.1016/j.elerap.2022.101228

Sinha, M., & Sheth, J. (2018). Growing the pie in emerging markets: Marketing strategies for increasing the ratio of non-users to users. Journal of Business Research, 86, 217–224. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.05.007

Sohaib, M., Wang, Y., Iqbal, K., & Han, H. (2022). Nature-based solutions, mental health, well-being, price fairness, attitude, loyalty, and evangelism for green brands in the hotel context. International Journal of Hospitality Management, 101, 103126. https://doi.org/https://doi.org/10.1016/j.ijhm.2021.103126

Swimberghe, K., Darrat, M. A., Beal, B. D., & Astakhova, M. (2018). Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82, 171–178. https://doi.org/https://doi.org/10.1016/j.jbusres.2017.09.035

Wang, T., Thai, T. D.-H., Ly, P. T. M., & Chi, T. P. (2021). Turning social endorsement into brand passion. Journal of Business Research, 126, 429–439. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.01.011

Published

2025-01-10

How to Cite

The Influence of Brand Trust on Brand Evangelism Through Brand Identification and Passion Among Apple Users. (2025). Journal Economic Business Innovation, 1(4), 385-402. https://doi.org/10.69725/jebi.v1i4.130

Share