Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive their evangelistic behavior for luxury hotels. Addressing these issues, Study 1 analyzes customers' TripAdvisor reviews for six five-star hotels to identify key brand experience themes using content analysis (e.g., human interaction/emotion). Study 2 explores the brand experience/evangelism interface by identifying differences for highly (vs. modestly) evangelistic customers by using fuzzy set qualitative comparative analysis (n = 396 five-star hotel customers). The results reveal human interaction-based hotel attentiveness/caring and emotion-based indulgence as necessary conditions for brand evangelism. Key differences across highly (vs. modestly) evangelistic customers' perceived hotel-based pandemic management and physical environment-based tangible sensorial experience are also identified. We conclude by discussing key implications arising from our analyses.

尽管对客户品牌体验的洞察力越来越强，但它对品牌传播或客户强烈的品牌支持行为的影响仍然微弱，暴露出一个重要的文献空白。为了解决这一差距，我们采用服务主导逻辑/消费者文化理论的视角来揭示客户的品牌体验维度如何推动他们对豪华酒店的传播行为。针对这些问题，研究 1 分析了客户对六家五星级酒店的 TripAdvisor 评论，以使用内容分析（例如，人际互动/情感）确定关键品牌体验主题。研究 2 通过使用模糊集定性比较分析（n = 396 家五星级酒店客户）。结果表明，基于人际互动的酒店关注/关怀和基于情感的放纵是品牌传播的必要条件。还确定了高度（与适度）传福音的客户感知的基于酒店的流行病管理和基于物理环境的有形感官体验之间的主要差异。最后，我们讨论了我们的分析产生的关键影响。