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The current study draws upon well-established theories (self-congruity theory and self-expansion theory) to investigate the influence of inclusive brand image on affective brand engagement and brand evangelism. Further, the study examines the influence of social connectedness on relational transformation expectations and the influence of ideal self-image on self-transformation expectations. A cross-sectional survey research design was adopted and structural equation modelling procedure was performed to test the hypothesized relationships. The findings show that inclusive brand image fosters affective brand engagement while social and self-signalling brand evangelism builds social connectedness and ideal self-image respectively. These outcomes in turn influence transformation expectations among consumers.
Mukerjee et al. (Wed,) studied this question.