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“Burn the Mmonwu” Contradictions and Contestations in Masquerade Performance in Uga, Anambra State in Southeastern Nigeria [PDF]
, 2008 Charles Gore +4 more
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The influence of brand trust and brand identification on brand evangelism
Journal of Product & Brand Management, 2013Purpose – The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand ...
Enrique P. Becerra +1 more
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The impact of brand evangelism on oppositional referrals towards a rival brand
Journal of Product & Brand Management, 2016PurposeThis study aims to build on the notion of brand evangelism developed by Becerra and Badrinarayanan (2013) by examining how brand relationship variables regarding one brand (i.e. brand loyalty, brand community identification and self-brand connection) influence oppositional referrals to a rival brand (i.e. desire to harm and trash-talking) in the
Francois Marticotte +2 more
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Brand Evangelism: A Review and Research Agenda
International Journal of Consumer StudiesABSTRACTBrand evangelism has become an increasingly relevant concept in consumer–brand relationship research, yet existing studies remain fragmented, lacking a structured synthesis of its antecedents, mechanisms, and outcomes. This study conducts a systematic literature review (SLR) to consolidate current knowledge on brand evangelism, identify key ...
Ricardo Jorge Oliveira Marques dos Santos Cavadas +1 more
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Mass prestige, brand happiness and brand evangelism among consumers
Journal of Business Research, 2022Mahnaz Mansoor, Justin Paul
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