Effects of Brand Trust, Brand Identification and Quality of Service on Brand Evangelism: A Study of Restaurants in Multan

Article history Received: 23 March 2018 Revised: 27 May 2018 Accepted: 18 July 2018 The purpose of this study is to investigate how customer-band relationships and quality of service influences brand evangelism. And more importantly, this study examines the moderating effect of the brand love on brand trust, quality of service, brand identification and brand evangelism relations. Brand evangelism mends to customers’ advocacy behaviour and positive or negative word-of-mouth (for a particular brand) that influence the purchase decision. Based on the prior studies conducted on the brand relationships, an integrated conceptual framework on consumer-brand relationships, quality of service and brand evangelism is developed. The snowball sampling technique was employed in this study, and the sample drawn was consisted of 400 brand conscious customers of the different restaurants serving in Multan. The sample was focused on the salaried class, working at different organizations in Multan only. For more robust testing of the theory, brand love was included as a moderating variable. For testing of the moderation effect Process by Andrew F. Hayes was used with the assistance of SPSS version 23. Research findings revealed that the impacts of the brand trust, quality of service and brand identification on brand evangelism are significant. And brand love as a moderating variable moderate the relationships between brand trust, quality of service, brand identification and brand evangelism. The mindsets of the today customers are changing, and they are getting more brand conscious, they love to share their good and bad experience about the different brands that exist in the market. Today, it is very important for brand managers to know the feelings of the customers about their brands. This study suggests the brands to cultivate brand trust, quality in their services, brand identification and brand love in their service for longer standing in diversifying the market. Brand evangelism is not an old construct, especially, it is new for the graphical location where we are conducting this study, because there is no similar study available here. This study is only focused on the restaurants in Multan, other geographical locations or industries (e.g. beverage industry, cellular operators, electronics etc.) may be used to more clearly understand the brand evangelism construct. Also, comparative studies can be performed to compare the brand evangelism level in customers of a specific at different graphical location markets. This study takes brand customers as brand evangelists but persons from sales department workforce may also be considered as a brand evangelist, because evangelism may also reside there.


INTRODUCTION
The out-of-home eating trend is flourishing very rapidly in the Multan and several restaurant brands have established their fruitful business to get benefit from this habit. A place where people are served with the prepared food against the payment is called a restaurant (Stevenson, 2010). Most of the restaurants also offer to take away and home delivery services to their customers. There are numerous brand names in this category are serving the local market of the country and new brand names are also rushing towards this geographical location. Likewise, other cities of the Pakistan restaurants market is also getting stronger day by day in the Multan city.
To distinguish a specific product from the other products, the brand name is used. Brand name meanings are of exclusive, durable, promising and show powerful consumer brand relations, feelings and findings. Brands provide a competitive edge to the products in the markets where other products in the same category also exist (Howard and Kerin, 2013). Brand evangelism replaced the word-of-mouth marketing due to; the more reliance of the firms on the satisfied consumers for their brand, and to make the noncustomers of the brand to customers of the brand (Riorini and Widayati, 2016). Promotion of the excellent features and the latest things that the majority of the people (who are not a user of the brand) do not know about the brand, is basically known as evangelism (Matzler et al., 2007). In addition to this, brand evangelism is the words of the sales department people of a particular brand to refer a specific product offered by the brand (Badrinarayanan and Laverie, 2011). Trust is built on the basis of giving and take relationships, it is built over time and relation cannot be established in the case of disagreement on either side (Rigby et al., 2003). Brand trust is basically the dependence of the consumers of the brand on the abilities of the brand to get a pre-defined level of performance of that brand. Two aspects of brand trust are reliability and the characteristics of the brand, and both are important to meet the needs of the customers (Sahin et al., 2011). Brand identification is defined as "customer's psychological state of perceiving, feeling, and valuing his or her belongingness with a brand" (Lam et al., 2010). Identification of customers with the brand value congruity, customer commitment with the brand and brand evangelism must fill gaps in the literature relevant to the branding and the behaviour of the customers (Tuškej et al., 2013). The dependency of the service quality is the extent of the customization of the brand, customer trust, customer satisfaction and finally the loyalty of the customers towards the brand (Coelho and Henseler, 2012). The difference in the thoughts of the customers about the service quality results in the authentic service performance (Parasuraman et al., 1985). Service quality perceptions about some brand name may be affected by the introduction of the new service units (Boisvert, 2012).

RESEARCH GAP
There were many studies conducted related to this issue but still, gaps are present in the literature that attract the researchers to conduct further studies on it. In past times, there were several types of research done by researchers on the same variables, but they were focused on the specific aspects. Separate models, found in the literature relevant to this study, were integrated to develop the proposed model, e.g., study of (Hassan et al., 2016) determined the relationship between brand evangelism and quality of service, research of (P. Becerra and Badrinarayanan, 2013) shown the relationship between brand evangelism and brand identification, findings of (Riorini and Widayati, 2016) illustrated the effect of brand trust on brand evangelism, study of (Hassan et al., 2016) explored the impact of brand love on the relation of the brand trust and quality of service, study of (Sallam 2014) found relation between brand identification and brand love, and findings of (Lee and Hsieh, 2016) displayed the relation in brand love and brand evangelism.
Contribution of the Study: Five different models followed in this study were part of the five different studies, and the first contribution of this study is the integration of different models to propose a single framework and the second contribution of this research is that; it is focused on the restaurants providing services in Multan. And there was no such research (on this framework) was conducted before on this topic at this geographical location or in Multan.

LITERATURE REVIEW
Brand Evangelism: According to P. Becerra (2013), still, there is a lack of logical research on the brand evangelism. Origin of the brand evangelism is an emotional and psychological association with the brand. It is submitted that brand related, and community-related evangelism is present in brand community members engaged. The brand effect is basically the way that leads to brand evangelism (Scarpi, 2010). Riorini (2016), argues now a day's word-of-mouth marketing is known as "brand evangelism" because now companies are relying on the more satisfied consumers of their products and services, to turn the non-customers for the brand to customers for the brand. Word-of-mouth takes an active part in shaping customer behaviours and attitudes (Tuškej et al., 2013). According to Doss (2014), the brand evangelist is a person who is a consumer of a brand, expresses his positive feelings to other people about that brand without having any return for his/ her services. Brand evangelism as the oral and vital behavioural support of a brand that includes circulating the positive words about the brand, acquiring the brand, and diverting someone's interests towards a particular brand name by denigrating the competing brands (P. Becerra and Badrinarayanan, 2013). Matzler (2007), argues that brand evangelism used to refer a dedicated method of communicating the positive sentiments and making passionate efforts to persuade others to stick with the same brand. Preaching of the precious features in the brand and positive things about the brand; that included in it and people do not know about it. Consumers who praise the features of the product are zealous about the brand and they feel to share their emotions with others. Marketers believe that happy consumers spread their opinion about the brand to 8 persons and unhappy customers share their experience with the product to more than 20 people (P. Becerra 2013). Hassan (2016), argued that brand evangelism supports the quality and characteristics of a brand, which makes the customers; to purchase the product and create brand evangelism in them, to build in-depth association and trust. Brand evangelism is produced when the consumer of a brand finds that the brand expresses his identity and matches its personality. Then a strong relationship is established in the customer and brand, he/she shares his/her experiences and positive features in that particular product with others which makes them advocate for that brand and this process is known as brand evangelism. Badrinarayanan (2011), states that brand evangelism is defined as the degree of reference to a brand's product by the sales department people to the customers. In the retail concerns brand evangelism is very important for the producers because people in the sales department make the customers choose and buy a brand. Salesforce exerts more force to maximize the performance of the brand rather than they focus on the brand evangelism (Badrinarayanan and Laverie, 2011). Brand Trust: According to Sahin (2011), the definition of the brand trust tells us that; customers' inclination towards the reliance on the capabilities of the brand to achieve the defined performance level. There are two scopes of the brand trust; the first one is the reliability that is the capability to meet capacities and fulfil needs of the user, and the second one is characteristics of a brand that meet comforts and well-being of the customers. Riorini (2016), states that basically, brand trust and brand identification are brand relations. Reliable brands having the constant behaviour that maintains the relation of the customer with the brand and makes the customers stick with the same brand for a longer time duration. Satisfaction and the brand trust influence the retailer to purchase the product more frequently for selling purpose because this product enhances the trust of the retailer about that particular product or brand (Zboja and Voorhees, 2006). Srivastava (2016), states that brand trust plays an important role in making a strong bond between the brand and the customer. Subsequently, when a product constantly fulfils the promise for which that is produced, bought and introduced even in the brand crisis era, that brand is known as the reliable brand because it fulfils the brand trust (Sahin et al., 2011). According to Chaudhuri (2001), his study explored the link between brand effect, the performance of the brand, brand trust and the importance of the connecting role of brand loyalty in this all game. Brand trust acts as not only the activator; this includes the experiences of the pleased customer about the brand. Additionally, for improving the brand familiarity experiences of the customers played an important role like brand satisfaction and brand trust (Ha 2005). According to P. Becerra (2013), brand trust not merely based on the expectations about the brand characteristics, presentation and also consists of the demonstrative assessments. Sentimental or demonstrative components indicate towards brand trust that comprises on hopes of the customers about brand honesty, which comprises the customer's hopes about the brand and also about all products under this brand umbrella. Hassan (2016), market competition is intense because of a lot of brands with similar products. Several brands available in the market are increasing day-by-day, customers of today like the superior and original products. Brands must maintain their identity in the market as a provider of the excellent products in the market and by this approach brands compete for each other in the market to gain the customer's trust. According to Riorini (2016), in the strategic partnership brand trust provides the foundation for the relationship and the base of this is trust, where a person wants to establish a relation. In business promotions, brand trust plays an important role. Frequently, changing business climates compelling the marketers to discover the elastic ways to adjust the relations with customers. To develop and maintain long period relationships with customers, brand trust plays a vital role. Sahin (2011), stated that trust is referring to beliefs of the customers about the brands that they will always provide the same services level, while interpersonal value refers to the discernment of the customers about the cost versus the benefits. Trust in the chosen brand is the trust in the reliability of the brand, which in response make the consumers choose that brand again and again. Brand Identification: Lam (2010), defined the customer's brand identification as "customer's psychological state of perceiving, feeling, and valuing his or her belongingness with a brand". A solid brand identity protects the brand from market changes, and this is part of the brands' strategy. There is a wrong perception that brand identification is merely for luxury products (Lam et al., 2010). Riorini (2016), argued that trust is a thing that creates the relationship between the customer and the brand. The relationship or identification between the customers and the brand is the brand identification. And the brand relationship is the emotional attachment of the customers with the brand. Attractive brands create brand identification (Kim et al., 2001). According to Kuenzel (2008), he used brand identification and social identity theory to make a model that comprises on repurchasing of the brand and brand evangelism. And repurchasing of the brand and brand evangelism are due to brand identification. Brand identification is used for the deeper understanding of brand management in the customers and the business concerns. Positive brand identification increases brand loyalty (Allison and Uhl, 1964). In addition to this Tuškej (2013), stated that identification of the customers with a customer is brand identification, brand value congruity, customer commitment with the brand and brand evangelism, this must fill gaps in the literature relevant to the branding and the behaviour of the customers. Brand identification and brand trust activate the sentiments of the customers that produce positive behaviours in the customers (Riorini and Widayati, 2016). Marticotte (2016), stated that the positive feelings of the customers for the brand indicates a solid brand identification. According, the fundamentals of the social identity theory, solid brand identification refers to the brand and customers who share a similar identity. Several customers select the brands to improve their personalities and to reveal their identity to others. The extent that the brand depicts and improve the identity is determined by the degree of brand identification (Kim et al., 2001). According to Stokburger-Sauer (2012), the definition of the organizational behaviour literature is steady with the brand identification, definition of the identification is an insight of human belongingness, like a man associated with some specific group. Tuškej (2013), stated that the psychological attachment of the employees with the company is due to brand identification, which stimulates them to make efforts for the success of the organization. Quality of Service: There is limited literature available about service quality. According to Keller (2002), the definition of the perceived quality is "customer's perception of the superiority or overall quality of a product or service in comparison to alternatives and with respect to its intended purpose." Hassan (2016), stated that service quality is something that gives the brand edge over the rivals competing in the same market. The service quality provided to customers by any brand give the edge of the differentiated services in the market of brands with the same services or products to the customers. According to Parasuraman (1985), for an understanding of service quality, it is not enough to have mere knowhow about the product quality, because the service quality is much wider in its meaning. There are some recorded characteristics like heterogeneity, inseparability, impalpability of the services must be understood for the full knowledge of the service quality. Coelho (2012), stated that service quality is based on the extent of customization (of services and products), customer trust, customer satisfaction and finally the loyalty of the customers towards a provider of the services. Customization has both arbitrated and direct effects on customers and pleased customer trust on loyalty. According to Harrison-Walker (2001), service quality, extreme sacrifice commitment and affective commitment are quantitative measures for the word of mouth, but they lack practical validation and systematic advancements. Word of mouth is basically the communication between the people regarding a product or service of any brand. Harrison-Walker (2001), states that there is a weak relationship between the word of mouth and service quality. Service quality influence to involve in the actions that are valuable for a company and word of mouth can be observed more where the service quality is low. According to Parasuraman (1985), the quality of the products is easily measurable, but the service quality is not easily measurable on the customer end. Intangible property of the service makes it difficult for a company to identify that; how a customer thinks about the service and the quality of this service. And well aware firms about customer perceptions keep the ability to mould these perceptions as they want (Parasuraman et al., 1985). Gounaris (2012), stated that the apparent quality of any object mentions the findings of any customer about that thing like its dominance. In the literature about the retailing, the quality of the brand is addressed by several researchers. Service quality perceptions about some brand name may be affected by the introduction of the new service units. The difference in the thoughts of the customers about the service quality results in the authentic service performance (Parasuraman et al., 1985). Ennew (1996), states that the image of the firm affects the perceived quality and this is considered as a mediator variable. Two important aspects of the service quality are technical quality and functional quality. It is more difficult for customers to assess the technical quality of the product or brand. A vital constituent of quality assessment is the technical quality. Brand Love: Albert (2010), states that to recognize and hypothesize the feelings of love several studies conducted by the researchers in different situations. In social science and marketing arenas, the issue of love is very important for human life. Brand love is the degree of attachment of emotions of a happy and passionate customer for a specific brand name (Wallace et al., 2014). According to Carroll (2006), brand love is brand attachment, desire for the brand, positive sentiments for the brand, positive assessment of the brand and assertions of love for the brand. Definition of brand love is the extent of attachment of emotions of a pleased buyer for a brand. Consumers more frequently use a rough term of love about marketable products. Brand love also defined associability with an extreme level of the desire for the brand. Band love is an emotional notion (Hassan et al., 2016). Hassan (2016), states that band love is the real love with the desire, promise and familiarity for a brand. Band love is a degree of closeness with the consumer and consumer's sensations of attachment with a brand. Brand love requires love, positive assessments, and positive moods toward the brand and love declarations for that brand. Love is sentiment and sensation and affection is feeling like other emotions, that are temporary and irregular (Bagozzi et al., 2017). Bergkvist, (2010), argue that in the marketing concerns, brand love has significance because it is a positive relation to brand loyalty and word of mouth. Though, brand love experiences are little known. Brand love is prejudiced by brand features or the products and this impact the loyalty towards the brand (Albert and Merunka, 2013). Research on brand love studies the love sentiment relations and distinction in them (Bagozzi et al., 2017). According to Bergkvist (2010), brand love is a construct used in modern marketing but having limited attention, steadily growing and slowly getting the attention of the experts and the researchers. Brand love appeals as a construct with a larger scope in the view of researchers. Brand love has been identified as an influencer that impacts other important marketing variables. Essentially, love is a social construct and reasonably must be connected to other interpersonal constructs (Albert and Merunka, 2013). Sallam (2014), argue that brand managers having a greater interest in the theme of brand love. In the customer's perceptions brand is like a person and lovable as a human being. Association between the brand and the customer has the following dimensions like love, desire and choice that match to closeness, desire and choice are part of love between human beings. Closeness and passion represent the spirits of love and desire for a brand. Choice mentions the individual's gratitude of the love and desire for a brand on an intellectual level for the shorter time, while promise showed in buying the similar brand again and again for the longer time durations. Hassan (2016), argue that the emotional connection between human beings and brand to make their liking strong for the brands is much important. It ensures loyalty and also upholds the longer successful customer relationships.
Furthermore, excellent customer experience can be obtained by the direct connections with clients about the brand choice. Customers always agree with price growth if they are desirous about a particular brand, and they spread positive comments about the brand and deliver their opinions about the brands to firms (Lee and Hsieh, 2016).

METHODOLOGY
Purpose of the study: Purpose of this research is testing hypotheses developed for the study. Four hypotheses were developed for investigation of the phenomena. In light of previous literature, hypotheses testing was performed for the current demographics. This study is only focused on restaurant brands serving in the Multan city. And data was gathered from the 400 brand conscious restaurant's customers, who are working at different organizations in Multan. And they were very eager to share their brand experiences. Type of Investigation: This study is basically a causal study because it measures the cause and effect relationships of the variables identified in the gaps of the previous researches. This research is primarily focused on brand evangelism. Effects of the different variables like brand trust, brand identification, quality of service on brand evangelism and the moderating effect of the brand love have been tested. Approach to the study: A quantitative approach was used for this study. And quantitative data were handled and analyzed with the well-known statistical analysis tools and obtained results are discussed in upcoming headings. Population and Sampling: The population of the study was comprised of the salaried class employees working at different organizations in Multan city. From salaried class people, brand-conscious restaurant's customers were chosen as a sample for this study. The snowball sampling that is a non-probability sampling technique was adopted to choose respondents for the data collection process. And willing people were asked to provide their valuable opinions on the close-ended survey questionnaires about the restaurant brands serving at Multan. Data collection: As mentioned above, data on the variables like brand evangelism, brand trust, brand identification, quality of service and brand love was collected from the salaried class brand conscious restaurant's customers at Multan. And those restaurant's customers were willing to share their brand experiences without any hesitation. Survey questionnaire with closeended questions was used as a data collection tool. Thirty statement items were representing the five variables, where each variable was represented by the six different statement items. Respondents' opinion about their favorite restaurants was collected on the 5-points Likert scale (1 = strongly disagree; 2 = disagree; 3 = neutral; 4 = agree, and 5 = strongly agreed).

HYPOTHESES
Four hypotheses were developed for testing the framework are; H1: Brand Trust has a significant impact on Brand Evangelism. H2: Brand Identification has a significant impact on Brand Evangelism. H3: Quality of Service has a significant impact on Brand Evangelism. H4: Brand Love moderates the relationship between Quality of Service, Brand Identification, Brand Trust and Brand Evangelism.

QUESTIONNAIRES
Questions included in the data gathering instrument were adapted from the prior researches conducted relevant to these variables. And sources are identified here from where these questions were adapted; brand trust ( (Geçti and Zengin, 2013), brand identification (Riorini and Widayati, 2015), quality of service , brand love (Carroll and Ahuvia, 2006); (Wallace et al., 2014)) and brand evangelism (Riorini and Widayati, 2015). The questionnaire was designed to gather the responses from the customers of different restaurants brands, and they were also representing the different organizations at Multan city. The questionnaire was based on thirty easily understandable close-ended queries about the restaurant brands. A questionnaire with 5-points Likert scale (1 = strongly disagree; 2 = disagree; 3 = neutral; 4 = agree, and 5 = strongly agreed) was distributed to gather the opinions of the respondents. Total of 450 questionnaires was distributed for final data collection, out of those 413 were received. And 400 questionnaires were chosen from them, and those questionnaires were completely filled and valid. table no. 1 is a detailed view of the questionnaire, which shows the variables with statement items and in detail separate source of each adapted statement item.  Question 28: A particular product/dish of this Restaurant made me buy its other products/dishes. (Riorini and Widayati, 2015) Question 29: I always try to make the others become customers of this Restaurant. (Riorini and Widayati, 2015) Question 30: The differentiable taste of the Products/dishes of this Restaurant made me its permanent customer. (Riorini and Widayati, 2015) Pilot testing: Initially, on fifty questionnaires data was collected and utilized to perform the pilot testing of the data collection instrument. Validity analysis was performed to determine that; the instrument is accurately measuring the variables? For which purpose it is designed and results showed that the designed instrument was valid. Reliability analysis was carried out to test the stability and consistency of the instrument. Reliability test measured the internal consistency of the variables and results showed that the designed instrument was reliable. All results about the pilot study are discussed in detail in the next headings. Conceptual Framework: Different models, found in the literature relevant to this study, were integrated to develop the proposed model, e.g., study of (Hassan et al., 2016) determined the relationship between brand evangelism and quality of service, research of (P. Becerra and Badrinarayanan, 2013) shown the relationship between brand evangelism and brand identification, findings of (Riorini and Widayati, 2016) illustrated the effect of brand trust on brand evangelism, study of (Hassan et al., 2016) explored the impact of brand love on the relation of the brand trust and quality of service, study of (Sallam 2014) found relation between brand identification and brand love, and findings of (Lee and Hsieh, 2016) displayed the relation in brand love and brand evangelism.

Software Tools and techniques: SPSS 23 version, Microsoft Word 2016, Microsoft Excel 2016, Microsoft
Windows Pro 8.1 and Endnote X7 were used to prepare and analyze the quantitative data.

RESULTS AND DISCUSSION Research Instrument Tests Validity and Reliability Analysis Validity
Analysis: Correlation method (Pearson's r, Pearson product-moment correlation coefficient) was employed to assess the validity of the statement items and this is an indicator of the variable accuracy. Any statement item is valid if the ρ-value < 0.05 and considered invalid if ρ-value > 0.05. According to the analysis results shown in table no. 2: brand trust, brand identification, quality of the service, brand evangelism and brand love has ρ-value ≤ 0.05 and no statement item is with ρ-value > 0.05. In light of the tabular results, it is concluded that all the statement items can define their related variable because they are valid. Correlation coefficient measures are supported for each variable. Correlation coefficient values for the brand trust, brand identification, quality of service, brand love and brand evangelism lie between 0.572 and 0.892. Correlations between statement items and each variable were from moderate to strong and shown that all variables are valid.  (Bulmer, 1979), if values of the Skewness fall between -1/2 to +1/2 then distribution is called approximately symmetric. Skewness values calculated in table no. 10 lie between -1/2 to +1/2, so distribution, in this case, is approximately symmetric. Kurtosis values must lie between -3 to 3 intervals, and obtained results are in an acceptable range. Under these test results, data is normally distributed.
Hypotheses Testing: Hypotheses testing includes the correlation between the all used variables, regression of used dependent and independent variables and moderation effect of the moderator variable on the relations between dependent and independent variables.
Correlation Analysis: Correlational analysis of all variables was done to determine the extent of their relationship and results are shown below in table no. 4 Pearson's Correlation technique was employed to determine the correlation between the variables. In this correlations table, the correlation coefficient 'r' for all the variables > 0.9, that depict a stronger relationship amongst the variables used in this study or variables used in the study are highly correlated, and value of p < 0.001 for all the results that shows that these relationships between the variables are also significant at 0.01 level.  In this Correlations table, the correlation coefficient 'r' for the variables brand trust and brand evangelism > 0.9, that depicts a stronger positive relationship between both variables or these variables are highly correlated, and value of p < 0.001 shows that the relationships between these variables are also significant at 0.01 level. As variables are highly correlated, the value of one variable allows determining the value of another. There is a positive correlation reported in the results that show both variables move in the same direction if they increase or decrease. Results of the table support the hypothesis that brand trust has a significant impact on the brand evangelism variable. Results about this hypothesis are consistent with the results of the (Hassan et al., 2016) who has determined a positive significant relationship between the brand trust and brand evangelism. table no. 5 results support the H1 hypothesis. H2: Brand Identification has a significant impact on Brand Evangelism. In this correlations table, the correlation coefficient 'r' for the variables brand trust and brand evangelism > 0.9, that depicts a stronger positive relationship between both variables or these variables are highly correlated, and value of p < 0.001 shows that the relationships between these variables are also significant at 0.01 level. As variables are highly correlated, the value of one variable allows determining the value of another variable. In this correlations table, it can be seen that the correlation coefficient 'r' for the variable's quality of service and brand evangelism > 0.9, that depicts a stronger positive relationship between both variables or these variables are highly correlated, and value of p < 0.001 shows that the relationships between these variables are also significant at 0.01 level. As variables are highly correlated, the value of one variable allows determining the value of another. There is a positive correlation reported in the results that show both variables move in the same direction if they increase or decrease. Results of the table support the hypothesis that the quality of service has a significant impact on the brand evangelism variable. Results about this hypothesis are consistent with the results of the (Hassan et al., 2016), they determined a positive significant relationship between the quality of service and brand evangelism. table no. 7 results support the H3 hypothesis.

Regression:
To check the significance level of predictor variables on the dependent variable, regression analysis is also performed. In estimation, of the relationship between the variables' regression analysis is helpful. This also helps to check the impact of the independent variables on the dependent variable. In table no. 8 value of adjusting R 2 is 0.986. It means, the dependent variable can vary 99% due to independent variables.  As results, described in table no. 10, brand love is significant at p < 0.05 and brand trust is significant at p < 0.01. The coeff. in output is 0.0191 that is greater than "0" that depicts brand love has moderation impact on the relationship between brand trust and brand evangelism and this support our H4 hypothesis. Moreover, results for Independent variable = Brand Identification Dependent variable= Brand Evangelism Moderator variable = Brand Love As results, described in table no. 11, brand love is significant at p < 0.01 and brand identification is also significant at p < 0.01. For interaction 2 the coeff. in output is 0.0344 that is greater than "0" that depict brand love has to impact on the relationship between brand evangelism and brand identification, this support our H4 hypothesis. Interaction 2 effect is insignificant at p < 0.05, because "0" lies between the LLCI and ULCI intervals. And results for, Independent variable = Quality of Service Dependent variable= Brand Evangelism Moderator variable = Brand Love  Table no. 12, brand love is significant at p < 0.01 and the quality of service is also significant at p < 0.01. For interaction 3 the coeff. the output is 0.0318 that is greater than "0" that depicts brand love has to impact on the relationship between brand evangelism and quality of service, this supports our H4 hypothesis.
Hence, hypotheses confirmation tests supported all the hypotheses H1, H2, H3 and H4. It is confirmed by the correlation and regression tests that; brand trust has a significant impact on the brand evangelism (H1), brand identification has a significant impact on the brand evangelism (H2), and quality of services has a significant impact on the brand evangelism (H3). Moderation analysis test proved that relationships between brand trust, brand identification, and quality of service and brand evangelism are moderated by brand love (H4). The major aim of this study is to present an integrated theoretical framework, involve the consumers of the restaurant to get their perception about their favourite restaurants and to judge the role of the brand love as a mediator. This study elaborates how brand loves impact on the decision making of the customers about their hunger satisfying taste needs and wants. And this research has importance for the restaurant brands because it evolves the customer who has positive words for those restaurant brands. And they are always eager to speak for it. This research is conducted in a particular location where the restaurant industry is flourishing very rapidly, and people's mindset is changing to eat in the restaurant. This region is lacking research about the restaurant industry and requires quality research on it. This research is a sort of invitation for the upcoming researchers to work on it with different aspects and dimensions.

MANAGERIAL IMPLICATIONS AND EXECUTIVE SUMMARY
This study includes 400 respondents working at different organizations at Multan because the focus of this research was salaried class. Respondents belonged to different age, qualifications and salary range groups. Information relevant to the working organizations and frequency of visits to their favourite restaurants was collected. Respondents provided their opinions on close-ended questions by choosing options at Likert scale. Focus area of the study were restaurants serving at Multan. Analysis of this study displayed that: a significant relationship was identified in the brand trust and brand evangelism; brand evangelism was significantly influenced by the brand identification; quality of service proved as a significant influencer for the brand evangelism. Relationships among them were also positive. Brand love moderated the relationships between these variables, but the effect of the moderator was not significant. This study may give directions to the practitioners that: If a restaurant wants to build the advocates in the market, it should produce quality products and should provide their customer with promising quality services and the environment because customers always seek for the quality with uniqueness. This will build and boost the trust amongst customers and this will increase evangelism. And when the customer will proudly identify themselves with the brand then the advocacy factor will be impacted. This study may help managers and executives to effectively manage the brand. Brand trust increases the frequency of the purchase cycle and intensifies the advocacy for the brand. Evangelists negatively judge the competitor brands and provide protection for their favourite brands. Brand trust is based on the quality of services in the service sector case. High-quality services make the customers loyal with the brand and arose them to advertise that. Quality of service also includes a safe and hygienic environment for the customers to make them feel comfortable. The consistent quality of the brand is very important to sustain in the market. Facilities, where services are provided, are considered in the aspect of quality. Behaviours of the services staff are considered as an essential part of the quality of service of the brand. The uniqueness of the brand act as a bond in brand and customer relationships. Psychologically attached people try to compare their personality traits with the traits of the brand because the brand also has personality. Trust acts as a catalyst for identification and customers feel proud to be attached to a brand. Trust is related to the brand experience and experienced customers make well-informed decisions about their purchases. Brand relationships affect the evangelism amongst the customers and the factor of an attachment may disturb this relationship. Customers are more likely to involve in love with the brands if they interact more frequently with it. Brand relationships require larger time spans to develop. Brand attachment and brand evangelism are the terms emerged for the relationship aspects of the brands. Customers connect their emotions and intellectual beliefs with the brands. Evangelists retain pure emotions for the brand, they always like to share their positive experiences with others and they try to involve others to experience that brand. This vocal and discernible support is less focused on the brands, but it is much important like the advertisement. Customers' trust in a brand, quality of the services delivered by the brand and urge of the customers to relate them with a brand are pre-requisites for the brand evangelism. Purchase decisions are very sensitive and depend on the power of the brand to satisfy the wants of the customers. Home delivery service of the firms may be also a considerable factor because it is also a contributor to the quality of the services. Nowadays, there are several restaurants serving in the Multan market and many are providing competitive products and services but there is always a gap present for the diversified services. Offering differentiable services add positive comments in the word-of-mouth of the customers. Getting new customers is not a big deal in recent times but keeping them with the brand for a longer time span is challenging. And loyal customers are always profitable for the brands in the true sense. Limitations and Future Directions: This study is a cross-sectional type of research, but the relationship of the customers and brands may change over time like a customer may start loving a brand or may leave the brand. Longitudinal research type can be used for this purpose to study the relationships over time. So, longitudinal research type may be used to study the changing relationships of the customers with the brands. This study is conducted in Multan city only further research may be conducted by increasing the population size e.g., gathering data from the other cities on the same issue. The focus of this study was salaried-class only, and people of other class may be considered for further study for best understanding. Restaurants industry was used in this study to test the framework, the same framework may be tested for the other industries. Also, comparative studies may also be performed to compare the brand evangelism level in customers of a specific market, on the different graphical locations.