In previous franchise studies that confirmed the relationship between consumers and brands, the focus was mainly on word-of-mouth as the behavior of consumers after purchase. Word-of-mouth encompasses both positive and negative opinions based on consumers' experiences. On the contrary, brand evangelism refers specifically to consumer behavior that involves sharing only positive information about a specific brand and voluntarily acting as a promoter without any compensation from the company. However, research on brand evangelism is insufficient, and only a few examples, especially related to franchise brands, have been applied. Therefore, the purpose of this study is to analyze how evangelism for franchise brands is fostered. Specifically, three variables were adopted as antecedents that form brand evangelism: brand love and brand cult (community connectivity and blind following). The antecedent variables of brand love and brand cult were composed of three variables: identification, experience, and social benefits. For the empirical analysis, 246 questionnaires were collected from users of Curbs Korea (a women's health club) members. Hypotheses were tested using a structural equation model. The study's results revealed that among the total hypotheses, the identity variable was not appropriate as a preceding variable for the brand cult. However, it was confirmed that both brand love and brand cult are variables that contribute to the formation of brand evangelism. The findings of the study suggest that in order to encourage consumers to actively engage in evangelism for the franchise brand, brand love and brand cult should be considered as prerequisites. Franchise brands that can reflect evangelism should take into account consumer behavior that combines cult and love.