Results 211 to 220 of about 15,765 (243)
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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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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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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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