Evaluating the Impact of Brand Equity on Brand Evangelism Behavior with the Mediating Effect of Brand Trust: With Special Reference to the Institutional Market of Power Cable Industry in Sri Lanka

Abstract

While brand equity models are vigorously debated for their empirical validity, the notion has been investigated with various product horizons and market circumstances. Brand trust, proven to influence customer actions, is key to strong brand relationships, including brand evangelism. This study concentrated on the branding of industrial products, with the Sri Lankan cable market being the research specialty. It is observed that industrial product branding is an area where significant managerial challenges are attributed in terms of the results of brand relationships vs the investments made in brand building by Sri Lankan cable industry. Even from the standpoint of the industrial market, the trust element is a key influence in industrial product brands. Theoretical explanations and empirical reviews were used to support the hypotheses about brand equity and brand evangelism while the mediating role of brand trust was explicitly taken into consideration as a novelty supported by the commitment trust theory. The industrial market for cable brands in Sri Lanka was the study's focus, and managerial difficulties were especially discussed to explain the discrepancy between theory and practice. A deductive method of analysis was used, conceptualizing variables in accordance with the specified study topics. It used a quantitative research approach, having pretested the questionnaire in a pilot study, and using a multi-stage cluster sampling procedure. 131 respondents were conducted due to the limited number of contractors in the selected market segment following the data filtering procedure, taken into account for the final analysis. The study used descriptive statistical methods, correlation analysis and regression analysis using SPSS software to derive into conclusions. It was discovered that brand equity's effect on brand evangelism is mediated by brand trust. According to the findings, the study suggested managerial solutions to develop brand ambassadors for cable brands in Sri Lanka's industrial market. It attempted to give managerial ideas for the sector, urging how to combine brand-building strategies and methods for cable brands to produce brand evangelists while paying particular attention to the measurements for brand trust.