Innovate, Love, evangelize: Exploring Customer Perceived Innovativeness and Brand Evangelism in Malaysia’s Fast-Food Landscape

Abstract

Customer Perceived Innovativeness (CPI) plays a vital role in how consumers evaluate, engage with, and advocate for restaurant brands. In the competitive Malaysian fast-food industry, understanding how customers perceive innovation can help operators strengthen brand loyalty and inspire evangelistic behaviors. This study investigates the influence of CPI dimensions—menu, technology-based service, experiential, and promotional innovativeness—on brand evangelism, with brand love serving as a mediating factor. Using a quantitative approach, data were gathered from 265 fast-food customers in the Klang Valley through structured questionnaires. Statistical analyses using SPSS and PROCESS macro revealed that menu and promotional innovativeness significantly influenced brand evangelism. Brand love partially mediated the relationship between CPI and brand evangelism. The findings emphasize that customers who perceive fast-food brands as innovative are more likely to develop emotional attachment and advocate for the brand. The study contributes practical insights for restaurant operators on how innovation in offerings, technology, experience, and marketing can build stronger customer relationships and drive voluntary brand promotion.