Published Online:September 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM020925
DOI:10.71329/IUPJBRM/2025.22.3.22-37
Author Name:Vijil Vijayan and Juby Thomas
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:22-37
The advent of digital technologies has transformed the marketing landscape, necessitating a paradigm shift in customer engagement strategies. Marketing 5.0 emphasizes the need for companies to adapt to this new digital landscape and prioritize customer experience and trust. Brand evangelism refers to the phenomenon where passionate consumers actively advocate for a brand, influencing others to favor it through positive word-of-mouth and strong emotional connections. The study explores the effects of Marketing 5.0 on brand evangelism and the mediating role of brand trust in the relationship. A well-structured questionnaire was used to collect the data. IBM SPSS software with PROCESS macro version 3.4 was employed to analyze the data. The relationship between the techniques of Marketing 5.0 and brand evangelism could be direct and indirect through brand trust. The findings reveal that adopting the techniques of Marketing 5.0 enhances brand trust, which in turn influences brand evangelism.
Brand evangelism has emerged as a key tactic for companies looking to cultivate devoted clientele in the era of Marketing 5.0, where technology and humans collide (Kotler, 2020). The process of building a community of devoted consumers who voluntarily serve as brand ambassadors is known as brand evangelism (McConnell & Huba, 2003). Brand trust,