Unlocking the drivers of brand evangelism in the hospitality sector: A mediated-moderated model of emotional brand bonding and surprise

Although brand evangelism has recently garnered increasing attention across various settings, its antecedents remain underexplored, particularly within the hotel industry in developing countries. Additionally, few studies examined how emotional brand bonding (e.g., delight, love, and attachment) influences brand evangelism in the hospitality sector. Consequently, this study integrates the stimulus-organism-response framework with attachment theory to explore the nexus between service quality, emotional brand-related factors, and brand evangelism, while considering the moderating role of surprise. Furthermore, it examines the mediating effects of customer delight, brand love, and attachment. Using PLS-SEM, 367 responses from hotel guests on Djerba Island (Tunisia) were analysed. The findings reveal that service quality positively influences customer delight, which drives brand love and attachment; however, it does not affect brand evangelism. The mediating roles of customer delight, brand love, and brand attachment in transforming service quality into evangelism behaviours demonstrate the emotional pathways that underlie these relationships. The moderating role of surprise is emphasised, showcasing its ability to amplify the effect of service quality on customer delight. This research provides novel insights for hospitality scholars and practitioners aiming to create exceptional customer experiences, providing practical strategies to boost customer evangelism in highly competitive hospitality markets.