Results 121 to 130 of about 15,570 (147)

Exploring the nexus between influencers and brand evangelism

Asia Pacific Journal of Marketing and Logistics
PurposeThis study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined,
Purvendu Sharma, Kapil Khandeparkar
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Using Influencer Marketing to Strengthen Brand Evangelism

Influencer marketing is a rapidly evolving digital strategy that harnesses the influence and credibility of social media personalities to promote brands, products, or services to specific target audiences. With the rise of platforms such as Instagram, Facebook and YouTube individuals have gained the ability to build significant followings, making them ...
Yashu Garg, Krishan Gopal
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Building love and brand evangelism in emerging markets

Strategy & Leadership
Purpose This study explores the relationship between customer engagement (affective, cognitive, and behavioral aspects) and its impact on brand happiness, evangelism, and love within an emerging African market context, where masstige brands are increasingly prevalent.
Hayford Amegbe, Nkululeko PraiseGod Zungu, Charles Hanu, George Amoako   +3 more
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Consumer Journey from First Experience to Brand Evangelism

Research in Economics and Business: Central and Eastern Europe, 2014
This paper aims to access the lived reality of consumption and brands through the subjective meanings and interpretative processes of consumers, exploring how they perceive the journey from the first experience to a strong meaningful emotional bond with a brand.
Iivi Riivits-Arkonsuo, Kristel Kaljund, Anu Leppiman   +2 more
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Consumer Engagement with Branded Mobile Applications: The Nexus of Brand Loyalty, Perceived Quality, and Brand Evangelism

Journal of Workplace Behavior
This study aims to examine consumer engagement with branded mobile applications (apps) in terms of the impacts of brand loyalty, perceived quality, and brand evangelism. The partial least squares-structural equation modeling (PLS-SEM) approach was utilized for data analysis.
Javeria Shabbir, Shehla Akhtar, Norazah Mohd Suki   +2 more
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The interrelationships of perceived quality and brand loyalty in brand evangelism development

AIP Conference Proceedings, 2022
Javeria Shabbir, Norazah Mohd Suki
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Innovate, Love, evangelize: Exploring Customer Perceived Innovativeness and Brand Evangelism in Malaysia’s Fast-Food Landscape

International Journal of Research and Innovation in Social Science
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.
Raja Puteri Saadiah Raja Abdullah, Aliffaizi Arsat, Mazarina Devi, null Damiati, Hashim Fadzil Ariffin   +4 more
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Converting tourists into evangelists: Exploring the role of tourists’ participation in value co-creation in enhancing brand evangelism, empowerment, and commitment

Journal of Hospitality and Tourism Management, 2022
Florent Nkoulou, Khalid Hussain
exaly  

Role of Factors Fueling Brand Evangelism Through Influencer Marketing

Brand evangelism occurs when customers become ardent advocates for a brand, promoting its products or services voluntarily and with enthusiasm. These brand evangelists go beyond mere loyalty, they actively spread positive word-of-mouth, create user-generated content, and influence their social networks to embrace the brand.
Riya Wadhwa, Fazla Rabby, Rohit Bansal
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Brand Evangelism Within the Framework of Digital Labor

Renewed labor practices have linked immaterial labor to material labor processes. The creative power and activity connection of social media users, who are considered today's networked workers, as one of the stages of digital labor is one of the most important examples of this situation.
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