How Brand Experience Affects Brand Evangelism Of University Brands

Abstract

This study investigates the indirect influence of Brand Experience (Sensory, Affective, Behavioral, Intellectual) on Brand Evangelism, through two mediating variables, Brand Trust and Brand Satisfaction, in the university context. Data were collected through a survey of students studying at universities in Ho Chi Minh City (n = 351). The results indicate that Brand Experience has a significant impact on Brand Satisfaction and Brand Trust. Subsequently, Brand Satisfaction and Brand Trust strongly influence Brand Evangelism. Furthermore, Brand Satisfaction has also been demonstrated to have a strong impact on Brand Trust. The author also presents discussions, limitations, and implications of the paper. These findings offer valuable guidance for universities seeking to enhance their Brand Evangelism efforts.