Volume 31, Issue 1, 2022
DOI: 10.24205/03276716.2022.6002
Modeling the Domino Effect of Brand Communication-Understanding the Consumer Psychology Behind Brand Evangelism in the QSR Industry
Abstract
This study attempted to trace the path of the consequences of communication done by quick service restaurants and how brand communication can manipulate consumer psychology to create brand evangelists. This research employs a descriptive design and the data has been captured through primary sources. Constructs and indicators have been adopted through a careful study of the literature and have been used for the development of the research instrument. The results found that communication done by the brands help establish brand personality. And purchase decisions take place when customers start identifying themselves with the brand. The satisfied customers then turn as brand advocates resulting in evangelizing the brand. Though brands invest in the initial stage of the communication process, in the long run this acts as a cost-effective and mutually beneficial. The research imposes the fact that brand communication strategy if carried out properly will seamlessly get customers to evangelize the brand. This study can be used by the players in the quick service industry as well as other marketers. This study is the first to present communication as a two step process- The initial process of communication being activated by the brand which leads to brand adoption ultimately and the second stage of communication is taken forward by the advocates of the brand resulting in a profitable outcome for the brand. This study helps better our understanding about the importance of the role of communication in developing the relationships that customers build with their brand and its impact on the brands. And also it throws light on how brands can use communication to manipulate consumer behavior through a series of psychological processes which results in favorable outcomes for the brand such as brand evangelism.
Keywords
Brand Communication, Brand Psychology, Brand Evangelism, Brand Personality, Brand Identity, Brand Advocacy, Brand Purchase Decision