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Keywords: Brand evangelism
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Journal Articles
Virtual brand experience and brand evangelism in the metaverse: mediating role of brand coolness and moderating role of tech savviness
Available to Purchase
Asia-Pacific Journal of Business Administration (2026) 18 (4): 945–966.
Published: 27 October 2025
...Mei Kei Leong; Kian Yeik Koay; Afizan Azman; Anselm Hsien Jhe Gan Purpose The present research examined the model of virtual brand experience and brand evangelism grounded in the SOR model. Brand coolness is included as the mediator for the relationship between virtual brand experience and brand...
Journal Articles
From clicks to connection: how AI marketing fuels brand evangelism through passion and personality in quick commerce
Available to Purchase
Asia-Pacific Journal of Business Administration (2026) 18 (3): 826–849.
Published: 23 September 2025
...Aanchal Aggarwal; Nupur Arora; Arnav Verma; Karman Singh Purpose The study explores the effects of artificial intelligence (AI)-enabled marketing practices in shaping brand experiences and subsequently leading to brand evangelism among Gen Z and millennial consumers in India’s fast-evolving q...
