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Brand evangelism: a review and research agenda

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dc.contributor.authorCavadas, Ricardo
dc.contributor.authorMoreira, Antonio
dc.date.accessioned2026-01-17T10:45:14Z
dc.date.available2026-01-17T10:45:14Z
dc.date.embargo2028-12-31
dc.date.issued2025en_US
dc.date.updated2026-01-16T16:38:08Z
dc.description.abstractBrand evangelism has become an increasingly relevant concept in consumer–brand relationship research, yet existing studies remain fragmented, lacking a structured synthesis of its antecedents, mechanisms, and outcomes. This study conducts a systematic literature review (SLR) to consolidate current knowledge on brand evangelism, identify key thematic clusters, and highlight research gaps. Using the Antecedents, Decisions, and Outcomes and Theories, Contexts, and Methods frameworks, aligned with the Scientific Procedures and Rationales for Systematic Literature Reviews protocol, this review provides a comprehensive understanding of brand evangelism. A bibliometric analysis of 41 articles, supported by thematic mapping, reveals four primary research clusters: brand-centric relational evangelism, green evangelism, social media evangelism, and emotional evangelism. The findings contribute to both theory and practice by offering a structured research agenda and strategic insights for fostering brand evangelism. This study serves as a foundational resource for scholars and practitioners, guiding future research, and managerial applications in brand evangelism.eng
dc.description.sponsorshipFunding: This work was supported by Fundação para a Ciência e a Tecnologia (UIDB/04928/2020).
dc.description.versioninfo:eu-repo/semantics/acceptedVersion
dc.identifier.slugcv-prod-4458394
dc.identifier.urihttp://hdl.handle.net/10400.2/20950
dc.language.isoeng
dc.peerreviewedyes
dc.relationCentre of Applied Research in managements and Economics (CARME) - UIDB/04928/2020
dc.rights.uriN/A
dc.subjectADO–TCM framework
dc.subjectBrand evangelism
dc.subjectBranding strategy
dc.subjectConsumer–brand relationships
dc.subjectSystematic literature review
dc.titleBrand evangelism: a review and research agendaeng
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in managements and Economics (CARME) - UIDB/04928/2020
oaire.awardURIhttp://hdl.handle.net/10400.2/20948
oaire.citation.titleInternational Journal of Consumer Studiesen_US
oaire.fundingStreamCEEC INST 2018
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMoreira
person.givenNameAntonio
person.identifier.orcid0000-0002-6613-8796
rcaap.cv.cienciaid541F-5442-5666 | António Carrizo Moreira
rcaap.rightsembargoedAccessen_US
relation.isAuthorOfPublication51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isAuthorOfPublication.latestForDiscovery51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isProjectOfPublication2489a7a8-a5ed-4ea5-90ee-f925b5301398
relation.isProjectOfPublication.latestForDiscovery2489a7a8-a5ed-4ea5-90ee-f925b5301398

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