Role of Evangelism Marketing: Paradigm towards Brand Loyalty and Consumer Buying Behavior for Sri Lankan Tea Brands

Evangelism marketing (EM) generates robust emotional links towards a Brand. Evangelism marketing creates a strong emotional connection between the brand and the consumer by uplifting brand loyalty (BL) through leveraging passion and encouragement. The study examines the impact of evangelism marketing as a mediator on Brand loyalty and consumer buying behavior, with a special reference to Sri Lankan tea brands. Sample selected from Tea consumers, whereas the quantitative research design was adopted. Structured Equation Modelling was adopted as the analysis method, where the Smart PLS was adopted as the research tool. Results exhibit the positive and significant impact of the EM on consumer buying behavior, within competitive markets, with BL as a key mediating factor. The study provides managerial implications for developing and leveraging strong consumer relationships through EM. Moreover, suggests marketers would develop evangelists towards certain brands as an innovative strategy.