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What is Premium Brand

Chapter 9
Handbook of Research on the Impact of Fandom in Society and Consumerism
Brand demonstrating imaginary surplus value compared to other similar brands in the segment.
Published in Chapter:
Friendship to Kinship: Evaluating the Role of Consumer Brand Engagement to Promote Brand Evangelism
Anbumathi Rajendiran (Great Lakes Institute of Management, India) and Sriram Dorai (Great Lakes Institute of Management, India)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-7998-1048-3.ch009
Abstract
This chapter explains the effect of brand engagement on brand evangelism in an Indian context. It explores the motives that drive fans in brand engagement that leads to brand evangelism behavior. A nomological model is developed based on literature reviews and authors tested empirically using a survey design for two mobile phone brands. Results of the empirical study reinforces the role of brand engagement as a significant influencer of brand evangelism. Additionally, brand involvement, brand personality and self-brand connect are the constructs elucidating brand engagement, whereas brand interactivity has a direct effect on brand evangelism. Conceptual model tested among users of premium and value brand of mobile phones enlightens that customers of premium brand demonstrate stronger brand engagement and evangelism intent.
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