Brand love as a mediating variable in the relationship between brand authenticity, customer brand identification and brand evangelism: Applied to mobile phones customers from mansoura university students

Document Type : Original Article

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Department of Business Administration, Faculty of Commerce, Mansoura University, Mansoura, Egypt

Abstract

This study aimed to investigate the role of each customer's perception of brand authenticity and the customer’s brand identification on brand evangelism through mediating brand love. Preliminary data were collected from 384 mobile phones customers. Partial least squares structural equation modelling (PLS–SEM) was employed to test the hypotheses using WarpPLS.7 program. The most important results of the study were represented in the presence of a positive significant impact for each of brand authenticity and customer brand identification on both brand love and brand evangelism. It also showed a positive significant impact of brand love on brand evangelism. In addition, brand love mediated the relationship between both brand authenticity and customer brand identification on brand evangelism. Finally, some theoretical and managerial implications of these findings are discussed.

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