The Influence of Customer Value on Brand Evangelism: An Analytical Study of the Opinions of a Sample of Customers from a Group of Restaurants in Mosul

The main purpose of the research is to verify the Influence of customer value, in its various forms (functional, emotional, and symbolic), on enhancing customer behaviors toward brand Evangelism (positive brand referral, Oppositional brand referral, and Intent to continue purchasing the brand). The current research used the descriptive-analytical approach to describe the research variables and the nature of the relationship between them. Primary data was collected using a questionnaire distributed to (79) customers receiving food service from three well-known restaurants (Hatab, Khattar, and Abu Laila) in Mosul city during the research period. The research hypotheses were tested using structural equation modeling. One of the most important findings of the study was the significant impact of functional and emotional value in motivating customers to speak positively about the restaurant and intend to continue dealing with them in the future.