What is it about?
This study looks at a concept called brand evangelism, which refers to customers who are so passionate about a brand that they actively promote it to others — recommending it, defending it, and encouraging people to use it, much like enthusiastic fans. Although many researchers have studied brand evangelism, their findings are scattered across different topics and approaches. This paper brings all that research together in an organized way by reviewing 41 academic articles. The authors analyze what leads people to become brand evangelists, how this behavior happens, and what effects it has on brands and consumers. The review identifies four main areas of research: * Brand relationships – how strong emotional bonds with brands create loyal promoters * Green evangelism – how people promote environmentally friendly brands * Social media evangelism – how online platforms help spread brand enthusiasm * Emotional evangelism – how feelings like love, trust, and excitement drive advocacy Overall, the paper creates a clear picture of what we currently know about brand evangelism and points out areas where more research is needed.
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Why is it important?
This research is important because word-of-mouth and peer recommendations have become some of the most powerful influences on consumer behavior — especially in the age of social media. When customers strongly advocate for a brand, their opinions often feel more trustworthy than traditional advertising. By organizing and summarizing existing studies, this paper helps both researchers and business professionals better understand what motivates people to become passionate brand supporters and how companies can encourage this behavior in ethical and effective ways. For academics, it provides a solid foundation and clear direction for future studies, reducing confusion caused by fragmented research. For managers and marketers, it offers practical insights into building stronger relationships with customers, creating emotional connections, and using digital platforms to foster loyal brand communities. In short, the study helps turn scattered knowledge into a useful roadmap for understanding and leveraging brand evangelism.
Perspectives
From a personal point of view, this research speaks to experiences many of us already recognize in everyday life. Most people have at least one brand they genuinely love — whether it’s a smartphone, clothing brand, coffee shop, or eco-friendly product — and they naturally talk about it with friends, post about it online, or recommend it without being asked. This manuscript helps explain why that happens. It shows that brand evangelism isn’t just about liking a product; it’s often driven by emotional connections, shared values (like sustainability), and a sense of belonging to a brand community. It also highlights how social media has amplified these behaviors, making it easier for passionate customers to influence large audiences. On a deeper level, the study reminds us that brands today are not just businesses — they can become part of people’s identities and lifestyles. Understanding this relationship helps companies act more responsibly and helps consumers become more aware of how their enthusiasm impacts others. Overall, the manuscript connects academic research with real-life consumer behavior, helping us better understand why we advocate for certain brands and how those personal choices shape the marketplace.
Antonio Carrizo Moreira
Universidade Aberta
Read the Original
This page is a summary of: Brand Evangelism: A Review and Research Agenda, International Journal of Consumer Studies, April 2025, Wiley,
DOI: 10.1111/ijcs.70064.
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