Results 41 to 50 of about 492,819 (230)

From customer participation and involvement to brand evangelism: Analysing the mediating role of customer brand engagement in social media brand communities (SMBCs)

, 2023
Despite the growing acknowledgment of brand evangelism’s significance in online brand communities (OBCs), empirical insights into its drivers and dynamics remain limited. This paper aims to explore whether customers’ involvement and participation improve
Mulholland , Gary, Bhandari, Min Prasad; id_orcid, Bhattrai, Charan   +2 more
core   +5 more sources

Platform development in incumbent firms: The interplay of data and actor interests in adding platforms to existing businesses

Strategic Management Journal, EarlyView.
Abstract Research Summary Despite growing interest in platform transitions, limited research examines how firms navigate challenges of building platform businesses alongside existing products. Through a longitudinal case study of a financial services firm launching a platform, we develop a process model revealing how data bottlenecks shape platform ...
Jack Fraser, Elizabeth J. Altman, Pinar Ozcan   +2 more
wiley   +1 more source

Identity Entanglement: Rethinking Marginality through the Intersectional, Liminal, and Antithetical

Symbolic Interaction, EarlyView.
While identity research has given sustained attention to marginality, intersectionality, and the effects of power on identity, the formal interactional dynamics through which identities are constituted remain limited. I present identity entanglement as a useful framework for better understanding and articulating the relational complexities of identity.
Jules Vivid
wiley   +1 more source

Trust is Not Enough, Advocacy Matters! The Moderated Mediation Role of Brand Evangelism and Social Media Interaction in Purchase Decisions

Research in Sport Education and Sciences
This study examines the indirect effect of brand trust on purchase intention through the mediating role of brand evangelism. It also examines how social media interaction as a moderating variable shapes the effect of brand evangelism on purchase ...
Gökçer Aydın, Gökhan Aydın
doaj   +1 more source

The Nexus Between Service Encounter Perfomance and Brand Evangelism

Sriwijaya International Journal of Dynamic Economics and Business, 2019
Despite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism.
David Amani
doaj   +1 more source

Games and gamification projects in the Australian public sector

Australian Journal of Public Administration, EarlyView.
Abstract This article surveys the arrival of gameful government into Australian public sector practice. Gameful government is a shorthand, descriptive term denoting the interpenetration of (video)games, and design elements and thinking from them, into public sector work.
David Threlfall, Catherine Althaus
wiley   +1 more source

Customer relationship management for brand commitment and brand loyalty [PDF]

, 2015
This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector.
Wali, Andy Fred, Wright, Len Tiu, Uduma, Idika Awa   +2 more
core   +3 more sources

From Sustainable Hotel Practices to Customer Brand Evangelism: Examining Brand Pride, Brand Fidelity, and Green Perceived Quality in the Era of Digital Advocacy

Administrative Sciences
As sustainability becomes a strategic priority within the hospitality industry, understanding how environmentally responsible practices influence customer behaviours beyond loyalty has become increasingly important. This study investigates the mechanisms
Ibrahim A. Elshaer, Chokri Kooli, Alaa M. S. Azazz, Sameh Fayyad, Kareem A. Rashwan, Hani Alshaiti   +5 more
doaj   +1 more source

Do fear-of-COVID-19 and regional identity matter for the linkage between perceived CSR and brand evangelism? A comparative analysis in South Asia [PDF]

European Journal of Management Studies
Purpose – There is a dearth of evidence on how and when perceived corporate social responsibility (PCSR) contributes to brand evangelism in the consumer behavioural literature, especially during a pandemic situation.
H.A.Dimuthu Maduranga Arachchi, G. D. Samarasinghe   +1 more
doaj   +1 more source

Big Five Personality Traits and Brand Evangelism

International Journal of Marketing Studies, 2014
The objective of the study is to understand the relationships between each of the Big Five Personality Traits and the concept of brand evangelism. The hypotheses tested are whether brand evangelism relates to each of the Big 5 Personality Traits consisting of extraversion, openness, conscientiousness, neuroticism and agreeableness.
Samuel K. Doss, Deborah S. Carstens
openaire   +2 more sources