The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The … paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty …

interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model …, turning the consumer into the best brand promoter. …