Journal ArticleDOI
The influence of brand trust and brand identification on brand evangelism
TLDR
In this paper, the authors examined how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior, and investigated the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand Evangelism.Abstract:
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 identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals. Design/methodology/approach – Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers' extraversion, gender, and brand experience are included as control variables. Structural equation modeling is used to test the proposed hypotheses. Findings – The findings reveal that consumer-brand relationships influence brand evangelism, ...read more
Citations
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Journal ArticleDOI
Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge
Kumju Hwang,Qi Zhang +1 more
TL;DR: Light is shed on how digital celebrities have an advertising influence on their SNS followers with the concept of parasocial relationships and is notable given the dearth of empirical studies on digital celebrities’ SNS advertising.
Journal ArticleDOI
Perceived corporate social responsibility's impact on the well-being and supportive green behaviors of hotel employees: The mediating role of the employee-corporate relationship
Lujun Su,Scott R. Swanson +1 more
TL;DR: Li et al. as discussed by the authors explored the influence of perceived corporate social responsibility on the employee-corporate relationship (organizational trust, organizational identification) and subsequent well-being of employees and their engagement in green workplace behaviors.
Journal ArticleDOI
The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management
TL;DR: In this article, the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), has been analyzed and highlighted, highlighting the current challenges the discipline faces and suggest future research avenues that will enrich brand management knowledge.
Journal ArticleDOI
Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism
Tapan Kumar Panda,Anil Kumar,Suresh Kumar Jakhar,Sunil Luthra,Jose Arturo Garza-Reyes,Ipek Kazancoglu,Sonali Sitoshna Nayak +6 more
TL;DR: In this article, a structural model which includes social and environmental sustainability awareness in measuring customer altruism, buying intention, loyalty and customer evangelism was proposed. But, the model was tested using the Structural Equation Modelling (SEM) technique.
Journal ArticleDOI
Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands
TL;DR: This article investigated the effect of fake news on consumers' evaluations of a brand advertised on the same webpage and found that the news' objective truthfulness has no direct effect on behavioral intentions toward the brand (i.e., intention to purchase, spread word-of-mouth or visit the brand's store).
References
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Journal ArticleDOI
An Integrative Model Of Organizational Trust
TL;DR: In this paper, a definition of trust and a model of its antecedents and outcomes are presented, which integrate research from multiple disciplines and differentiate trust from similar constructs, and several research propositions based on the model are presented.
Book ChapterDOI
The social identity theory of intergroup behavior
Henri Tajfel,John C. Turner +1 more
TL;DR: A theory of intergroup conflict and some preliminary data relating to the theory is presented in this article. But the analysis is limited to the case where the salient dimensions of the intergroup differentiation are those involving scarce resources.
Journal ArticleDOI
Social Identity Theory and the Organization
Blake E. Ashforth,Fred A. Mael +1 more
TL;DR: This article argued that social identification is a perception of oneness with a group of persons, and social identification stems from the categorization of individuals, the distinctiveness and prestige of the group, the salience of outgroups, and the factors that traditionally are associated with group formation.
Journal ArticleDOI
Customer Loyalty: Toward an Integrated Conceptual Framework:
TL;DR: In this paper, customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage, and the relationship is mediated by social norms and situational factors.
Posted Content
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
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