... to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance...

... association to gain insights into membership maintenance, customer advocacy and association performance. Design/methodology/approach – The exploratory, qualitative research conducted draws on existing relationship marketing constructs. Six focus groups with current and former members of an Australian...