The effect of brand trust, brand image and brand equity on brand evangelism: An empirical research on e-commerce brands

Brand evangelism, which is defined as a "positive brand narration", enables the brand to reach large masses, adopt and use the brand by voluntarily advocating the brand with the aim to convince the masses. In this study, it is aimed to examine the effect of brand trust, brand image and brand equity on brand evangelism.The scope of the study consists of five e-commerce brands (Amazon, Trendyol, Hepsiburada, Gittigidiyor ve N11) operating in Turkey. The survey used in the study was answered by customers using at least one of the e-commerce brands included in the research. 391 valid survey studies were analyzed with Stata 15.0 statistics program. According to the results of the study, it was determined that the variables of brand trust, brand image and brand equity have an effect on brand evangelism. In addition, it has been determined that there is a middle level, positive relationship between brand evangelism and brand trust, brand evangelism and brand image, brand evangelism and brand equity and brand equity dimensions 'brand loyalty, brand awareness, perceived quality and brand association'. Finally, in terms of brand evangelism, the difference between the socio-demographic characteristics of e-commerce users was analyzed and no difference was found between socio-demographic characteristics.