The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”

Abstract

This study aims to investigate the direct relationship between brand authenticity (BA) and brand evangelism (BE) among athletes' sports shoes.The study employed a deductive approach and a quantitative research method. An online questionnaire was used to collect data from 395 customers of sports shoes. Path analysis was employed to show the causal relationships between study variables using Smart PLS3. The research findings revealed that brand authenticity has a significant positive effect partially on brand evangelism.