The effect of brand trust and brand identity on brand evangelism

The purpose of this study is to examine the impact of brand trust and brand identity on brand evang elism among consumers of the mobile phone between student of semnan university. The study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals among students of Semnan University of Nokia mobile phone. Therefore, 392 persons were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity is assessed by Cronbach's alpha and confirmatory factor analysis. This conceptual model were examined using structu ral part called path analysis, and structural equation modeling. The results showed that brand trust and brand identity have significant positive effect on brand evangelism, and the brand identity has a direct and positive effect on brand evangelism.