Customer Personality And Brand Personality In Service Brand Evangelism: Mediating Role Of Brand Satisfaction

Abstract

Purpose - The study aims to investigate the mediating role of brand satisfaction (BS) in the relationship between customer personality (CP), brand personality (BP), and service brand evangelism (SBE).

Design/methodology/approach - Drawing upon social exchange theory, cross-sectional design approach was used to collect data from 407 respondents in Pakistan. Partial Least Squares (PLS) based Structural Equation Modeling (SEM) was used to analyze the data.

Findings - BS was seen to mediate the relationship between CP, BP, and SBE.

Practical implications - The study offered valuable insights to business organization emphasizing the fact that SBE can be enhance by focusing on CP and BP. Particularly, companies with limited resources focus on consumers who possess the characteristics that lead to becoming brand evangelists. By turning their customers into service brand evangelists could help service companies especially in increasing the revenues.

Originality/value - This is the first study to examine BS as a mediator in the relationship between CP, BP and SBE.