Impact of Brand Trust, Identification, and Quality of Service on Brand Evangelism with the Moderation of Brand Love: Special Reference to Sri Lanka's Real Estate Sector

In terms of marketing, brands play an important role in consumers’ lives because today’s consumers always want to buy a brand if it is still in their hearts, brand evangelism for a brand is based on their emotions they are attached to it. This is known as evangelistic marketing, and it can be very valuable. The real estate sector now occupies a special place. As the real estate industry grows rapidly, brokers need to develop strong brand relationships to retain loyal customers and avoid them shifting to other properties on the market. Thus, this study focused on the effects of brand trust, brand identity and service quality on brand advocacy: with moderating effects of brand love and context-specific real estate industry a in the western region of Sri Lanka.
Key findings indicate that all the hypotheses were supported, and the study proposed a positive and significant effect of brand trust, brand identity and service quality on brand evangelism: with brand love having an effect it goes downhill. However, it shows that the respondents have a strong brand evangelism towards their real estate company. Asset marketers should therefore focus on providing additional functionality of brands to consumers to enhance and sustain brand positivity. Real estate markets therefore seek to maximize the brand evangelism of the buyer to gain customer base and gain a competitive advantage over rival brands.