Paper Title
How Brand Evangelism Influences Consumer Behavior Toward Brand Defense In The Global Sports Shoe Industry

Abstract
This study investigates the relationships among brand happiness, brand passion, brand evangelism, and brand defense within the sports shoe industry, emphasizing the mediating roles of brand evangelism and emotional drivers. Using data collected from 291 respondents in Thailand, path analysis reveals that brand happiness significantly and positively influences brand evangelism, while brand passion demonstrates weaker direct effects but contributes indirectly to brand defense through brand evangelism. Additionally, brand evangelism emerges as a key driver of brand defense, underscoring its role in fostering protective consumer behaviors. These findings align with social identity theory, emphasizing that brands serving as identity markers foster stronger consumer loyalty and advocacy. The study provides actionable insights for sports shoe brands to enhance consumer emotional connections, ultimately driving brand advocacy and defense. This research contributes to the understanding of consumer-brand relationships and highlights the significance of emotional triggers in building resilient brand equity in competitive markets. Keywords - Brand Evangelism, Brand Defense, Consumer Behavior, Brand Happiness, Brand Passion, Consumer-Brand Relationship, Social Identity Theory