中文摘要：

品牌推崇是指一群消费者对特定品牌的认同和忠诚达到传道狂般的水平，不仅自己持续消费该品牌，而且积极推荐他人购买该品牌，甚至可能诋毁竞争品牌。品牌推崇的心理机制表现为消费者真实的“消费体验”经由“品牌情感”发展成“对品牌的高度信任和认同”，进而发展成品牌推崇，以至于极力劝导他人加入自己的消费阵营。品牌推崇者在谈论品牌产品或服务时抱有传道狂般的热情，能够大大提高品牌传播效率。如何培养品牌推崇者是当今企业面临的崭新课题。本文从品牌推崇的含义、测量、功效、影响因素、心理机制等方面对相关研究成果进行了回顾，并对未来研究方向进行了展望。

英文摘要：

Brand evangelism refers to brand identification and loyalty by consumers like evangelists who not only continuously consume this brand, but also actively persuade others to purchase this brand, and even may discredit its competitors.The psychological mechanism of brand evangelism is showed by that real consumer experience develops into high trust and recognition of the brand through brand passion, then brand evangelism; then a brand evan- gelist actively persuades others to join in his consumption camp.Brand evangelists have en- thusiasm for the brand when talking about the products or services and can greatly improve the efficiency of the communication of the brand.How to cultivate brand evangelists is a new topic for today＇s enterprises. It reviews related literature in aspects of connotation, measurement, effectiveness antecedents, psychological mechanism and so on, and makes prospects for future research directions.