Results 141 to 150 of about 206 (184)

A Study on Influence of Social Media Communication on Brand Equity and Brand Evangelism of Millennials

International Journal for Research in Applied Science and Engineering Technology, 2019
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The influence of brand trust and brand identification on brand evangelism

Journal of Product and Brand Management, 2013
Purpose – 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 ...
Vishag Badrinarayanan, Enrique P Becerra   +1 more
exaly   +2 more sources

The impact of brand evangelism on oppositional referrals towards a rival brand

Journal of Product and Brand Management, 2016
PurposeThis 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, Manon Arcand, Damien Baudry   +2 more
exaly   +2 more sources

Brand Evangelism: A Review and Research Agenda

International Journal of Consumer Studies
ABSTRACTBrand 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 Cavadas, Antonio Moreira
exaly   +2 more sources

Green choices and brand happiness: A recipe for brand evangelism

Sustainable Development
AbstractTo 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.
Harpuneet Kohli, , Sonia Kataria
exaly   +2 more sources

Mass prestige, brand happiness and brand evangelism among consumers

Journal of Business Research, 2022
Justin Paul, Mahnaz Mansoor
exaly   +2 more sources

The effect of customers' brand experience on brand evangelism: The case of luxury hotels

Tourism Management Perspectives, 2023
Das Manish, Linda D Hollebeek, Valdimar Sigurdsson   +2 more
exaly   +2 more sources