The Impact of Evangelist Marketing on Enhancing Brand Personality: An Analytical Study of the Opinions of a Sample of Online Shoppers in the Iraqi Capital, Baghdad
DOI:
https://doi.org/10.59992/IJFAES.2025.v4n7p4Keywords:
Evangelist Marketing, Brand Personality, Brand Sincerity, Brand Excitement, Brand Competence, Brand Sophistication, Brand RuggednessAbstract
This study aims to examine the impact of evangelist marketing on enhancing brand personality and its dimensions as perceived by online shoppers in the capital city of Baghdad, amid the growing reliance on unpaid recommendations in digital environments. To achieve this objective, an electronic questionnaire was distributed to collect data related to the study variables, resulting in 421 valid responses. The data were analyzed using various statistical techniques, including percentages, means, standard deviations, and reliability coefficients (Cronbach’s Alpha and McDonald’s Omega), along with confirmatory factor analysis (CFA) to verify construct validity and simple linear regression to test the hypotheses. The findings indicate that evangelist marketing strongly influences customers’ perceptions of brand personality, highlighting the significant role of digital social interaction in shaping brand-related mental representations. Moreover, the results suggest that the approach of evangelist marketing contributes to shaping customers' impressions of the brand’s sincerity and its concern for customer satisfaction, which in turn fosters a sense of trust and reliance on the brand.
References
1. Liu, M., & Yan, J. (2022). The effect of brand personality on electronic word-of-mouth: Mediation of brand love and moderated mediation of brand experience sharing. Frontiers in Psychology, 13, 936033.
2. Zhao, H., & Song, L. (2022). Assessing the antecedents and consequences of experience value in online education: a quantitative approach. Frontiers in psychology, 13, 911565.
3. Kuo, Y. H. (2022). The retail brand personality—Behavioral outcomes framework: Applications to identity and social identity theories. Frontiers in Psychology, 13, 903170.
4. Li, Z. (2022). Research on brand image evaluation method based on consumer sentiment analysis. Computational Intelligence and Neuroscience, 2022(1), 2647515.
5. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
6. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
7. Ting, Z., Raja Ahmad Effendi, R.A., Dolah, M.S., Hussein, M.K., Md Hashim, A., & Wang, T. (2025). The Influence of Logo Shapes on Non-Governmental Organization Branding: A Comprehensive Literature Review. International Journal of Academic Research in Business and Social Sciences.
8. Alemu, D., & Zewdie, S. (2022). Trends of organizational branding strategies-systematic review and research agendas. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 9(6), 461-478.
9. Cid, A., Blanchet, P., Robichaud, F., & Kinuani, N. (2022). A conceptual framework for creating brand management strategies. Businesses, 2(4), 546-561.
10. Feng, W., Xu, Y., & Wang, L. (2024). Innocence versus Coolness: the influence of brand personality on consumers’ preferences. Journal of Product & Brand Management, 33(1), 14-42.
11. Hardilawati, W. L., & Abd Ghani, N. H. (2024). The Mediating Role of Brand Love between Brand Personality and Brand Loyalty: A Study on SMEs Traditional Woven Fabric in Indonesia. Journal of Entrepreneurship and Business, 12(2), 132-146.
12. Riyanto, F., GS, A. D., Panjaitan, R., Yusuf, M., & Al Sukri, S. (2023). The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality. Jurnal Manajemen Industri dan Logistik, 7(2), 249-260.
13. Calderón-Fajardo, V., Anaya-Sánchez, R., Rejón-Guardia, F., & Molinillo, S. (2024). Tourism & Management Studies, 20(3), 53-78
14. Chusniyah, T., Pambudi, K. S., Zahra, G. A., & I'tisham, M. R. (2023). How the ESGs Affect Company Branding and Stakeholder Psychology. KnE Social Sciences, 373-384.
15. Yildirim, M., & Aydoğan, S. (2023). An examination of the mediating role of brand love and brand image in the impact of brand authenticity on positive word-of-mouth communication. Journal of Research in Business. https://doi.org/10.54452/jrb.1370307
16. Shaari, H., & Ahmad, I. S. (2020). The effect of brand trust and brand community commitment on online brand evangelism behaviour. https://doi.org/10.32890/MMJ.20.2016.9042
17. Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability, 15(2), 1684. https://doi.org/10.3390/su15021684
18. Djedidi, A. (2016). Oppositional loyalty of the individual reality: its antecedents and effects. Research Papers in Economics. https://ideas.repec.org/p/hal/journl/hal-01265105.html
19. Dindasari, M. A., & Sukawati, T. G. R. (2022). Peran brand awareness memediasi social media marketing terhadap niat beli sepatu nike di kota denpasar. E-Jurnal Manajemen, 11(10), 1792. https://doi.org/10.24843/ejmunud.2022.v11.i10.p03
20. Özer, M. H., & Buran, İ. (2023). Tüketi̇ci̇leri̇n duygusal marka deneyi̇mi̇ ve marka i̇li̇şki̇si̇ algilarinin marka evangeli̇zmi̇ üzeri̇ndeki̇ etki̇si̇. Pazarlama ve Pazarlama Araştırmaları Dergisi. https://doi.org/10.15659/ppad.16.2.1280324
21. Doss, S. K. (2015). Spreading the Good Word: Toward an Understanding of Brand Evangelism (p. 444). Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_259
22. Choudhury, M., Mishra, B. B., & Mohanty, P. K. (2019). An empirical study of brand evangelism for recommending cars-a qualitative & systematic review of literature. 4(3), 1–12. https://doi.org/10.30780/IJTRS.V04.I03.001
23. Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer Journey from First Experience to Brand Evangelism. 6(1). http://rebcee.eu/index.php/REB/article/download/52/48
24. Yildiz, E. (2023). Markaya bağli müşteri̇ marka evangeli̇sti̇ olur mu? Türkiye Mesleki ve Sosyal Bilimler Dergisi, 11, 25–38. https://doi.org/10.46236/jovosst.1280396
