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Green choices and brand happiness: A recipe for brand evangelism
Sustainable DevelopmentAbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations.
Sujata Khandai +4 more
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The Influence of Brand Identification and Brand Trust on Brand Evangelism
International Journal of Business and Quality Research, 2023This study aims to test and determine the effect of brand identification and brand trust on brand evangelism. This study used primary data from questionnaire results. The object of this research is consumers who have made purchases and transactions directly through the Shopee e-commerce application.
null Muhammad Fa'iq Muna +2 more
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The effect of customers' brand experience on brand evangelism: The case of luxury hotels
Tourism Management Perspectives, 2023Sonal Purohit +3 more
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The aftermath of a brand transgression: the role of brand forgiveness and brand evangelism
Journal of Asia Business Studies, 2021Purpose This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF.
Benjamin Nobi +2 more
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Influence of Brand Attractiveness and Brand-Self Connections on Brand Evangelism: An Abstract
2020In the digital and social marketing age, characterized by ubiquitous usage of smartphones and social media, marketers leverage the power of the brand to cultivate strong consumer-brand relationships which have the ability to transform consumers into a powerful “communication medium,” i.e., consumers become the vehicles to spread messages to other ...
Enrique Becerra, Vishag Badrinarayanan
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Do value cocreation and engagement drive brand evangelism?
Marketing Intelligence & Planning, 2020PurposeDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes.
Paul Harrigan, Sanjit K. Roy, Tom Chen
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Driving brand evangelism by Unleashing the power of branding and sales management practices
Journal of Business ResearchFarooq Ahmed Jam +2 more
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INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES, 2023
When we consider that humans, plants and animals receive their wellness and wellbeing from medical products and services in modern society, we see that it is vitally important that firms in the healthcare ecosystem recognize and nurture customers’ trust and love for their brands.
Elizabeth Ledisi Poi, Horsefall Harcourt
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When we consider that humans, plants and animals receive their wellness and wellbeing from medical products and services in modern society, we see that it is vitally important that firms in the healthcare ecosystem recognize and nurture customers’ trust and love for their brands.
Elizabeth Ledisi Poi, Horsefall Harcourt
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Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2020
Smartphones have become an inseparable object from the public, especially for students. However, the preferences of each student are different, and after using the product or the smartphone they choose, they will judge how well the smartphone is by comparing their expectations with the performance of the smartphone they are using. Campus life is a life
Mamesah, Stefanus +2 more
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Smartphones have become an inseparable object from the public, especially for students. However, the preferences of each student are different, and after using the product or the smartphone they choose, they will judge how well the smartphone is by comparing their expectations with the performance of the smartphone they are using. Campus life is a life
Mamesah, Stefanus +2 more
openaire +1 more source
Factors Influencing Brand Evangelism Through Influencer Marketing
The study investigates vital factors that acted as a stimulus for ordinary people to become faithful promoters on social media through influencer marketing. Consumer interaction with brands has gone through a metamorphosis primarily due to social media, which has catapulted social media influencers to become a pivotal aspect of marketing strategy ...Anchal Luthra +5 more
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