Results 181 to 190 of about 15,553 (218)
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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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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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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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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
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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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Exploring the nexus between influencers and brand evangelism
Asia Pacific Journal of Marketing and LogisticsPurposeThis 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 & LeadershipPurpose 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 +3 more
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Consumer Journey from First Experience to Brand Evangelism
Research in Economics and Business: Central and Eastern Europe, 2014This 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 +2 more
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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 +2 more
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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 +2 more
openaire +1 more source