BRAND EVANGELISM: WHAT DO WE KNOW AND WHAT DO WE NEED TO KNOW?A SYSTEMATIC LITERATURE REVIEW

Authors

  • Deki Fermansyah Department of Management, Universitas Gadjah Mada, Yogyakarta, Indonesia; Department of Islamic Economics, UIN Raden Intan Lampung, Bandar Lampung, Indonesia
  • Widya Paramita Department of Management, Universitas Gadjah Mada, Yogyakarta, Indonesia
  • Basu Swastha Dharmmesta Department of Management, Universitas Gadjah Mada, Yogyakarta, Indonesia
  • Bayu Sutikno Department of Management, Universitas Gadjah Mada, Yogyakarta, Indonesia

DOI:

https://doi.org/10.33736/ijbs.12618.2026

Keywords:

Brand evangelism, customer engagement, emotional branding, consumer-brand relationship, systematic literature review

Abstract

Brand evangelism is gaining attention for its strategic marketing value. While researchers have explored its drivers, these remain incompletely understood. This study aims to provide a detailed analysis of the determinants and impacts of brand evangelism, organizing them into themes using bibliometric analysis and systematic literature review. Researchers looked at 66 papers that were indexed in Scopus and used bibliometric tools and the Theory-Context-Characteristics-Methodology (TCCM) framework to study the theories, context, characteristics, and methods used in brand evangelism. The findings identify three key themes in brand evangelism: a) emotional and experiential branding, b) digital dynamics in brand-consumer relations, and c) green consumption behavior. By focusing on entry modes to brand evangelism through exceptional customer experiences, employee engagement, and community involvement, companies can strengthen their brands and build closer connections with customers, employees, and communities. The data was imported from the Scopus database solely to perform bibliometric and SLR analysis. Future studies may use data from other databases, such as Web of Science, to develop more comprehensive research clusters on brand evangelism. The declining credibility and effectiveness of conventional marketing, along with unprecedented changes in consumer behavior, require managers to develop appropriate strategies to acquire new customers and increase market share. The study contributes to a contemporary understanding of brand evangelism as marketing communication, emphasizing the importance of emotional engagement in this domain.

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2026-04-29

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Deki Fermansyah, Widya Paramita, Basu Swastha Dharmmesta, & Bayu Sutikno. (2026). BRAND EVANGELISM: WHAT DO WE KNOW AND WHAT DO WE NEED TO KNOW?A SYSTEMATIC LITERATURE REVIEW. International Journal of Business and Society, 27(1), 1–47. https://doi.org/10.33736/ijbs.12618.2026

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