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Brand evangelism: a review and research agenda

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Resumo:Brand evangelism has become an increasingly relevant concept in consumer–brand relationship research, yet existing studies remain fragmented, lacking a structured synthesis of its antecedents, mechanisms, and outcomes. This study conducts a systematic literature review (SLR) to consolidate current knowledge on brand evangelism, identify key thematic clusters, and highlight research gaps. Using the Antecedents, Decisions, and Outcomes and Theories, Contexts, and Methods frameworks, aligned with the Scientific Procedures and Rationales for Systematic Literature Reviews protocol, this review provides a comprehensive understanding of brand evangelism. A bibliometric analysis of 41 articles, supported by thematic mapping, reveals four primary research clusters: brand-centric relational evangelism, green evangelism, social media evangelism, and emotional evangelism. The findings contribute to both theory and practice by offering a structured research agenda and strategic insights for fostering brand evangelism. This study serves as a foundational resource for scholars and practitioners, guiding future research, and managerial applications in brand evangelism.
Autores principais:Cavadas, Ricardo
Outros Autores:Moreira, Antonio
Assunto:ADO–TCM framework Brand evangelism Branding strategy Consumer–brand relationships Systematic literature review
Ano:2025
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso aberto
Instituição associada:Universidade Aberta
Idioma:inglês
Origem:Repositório Aberto da Universidade Aberta

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