Keywords: Brand evangelism
Close
Follow your search
Access your saved searches in your account
Would you like to receive an alert when new items match your search?
Close Modal
Sort by
Journal Articles

From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality

Mahnaz Mansoor, Tariq Iqbal Khan, Farooq Ahmed Jam, Manswr Alasmari
Journal: International Journal of Contemporary Hospitality Management
International Journal of Contemporary Hospitality Management (2025) 37 (10): 3364–3383.
https://doi.org/10.1108/IJCHM-02-2025-0233
Published: 26 August 2025
... of gain vs loss-framed purchase-triggered donation ( PTD ) messages on brand evangelism ( BE ). It explores the mediating roles of perceived brand social responsibility ( PBSR ) and altruistic value ( PAV ) and the moderating effects of cognitive preoccupation ( CP ) and memory efficacy ( ME ). Design...
View article titled, From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality
Open the PDF for From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality in another window
Add to Citation Manager for From donations to devotion: how cause-related marketing frames drive brand evangelism through cognitive and social pathways in hospitality
Journal Articles

Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets

Mohamed A. Khashan, Mohamed M. Elsotouhy, Mariam Ashraf Aziz, Thamir Hamad Alasker, Mohamed A. Ghonim
Journal: International Journal of Contemporary Hospitality Management
International Journal of Contemporary Hospitality Management (2024) 36 (4): 1353–1374.
https://doi.org/10.1108/IJCHM-07-2022-0888
Published: 20 June 2023
... this challenge. Thus, based on the stimulus–organism–response (SOR) model, the purpose of this study is to examine the role of customers' perception of a restaurant's innovativeness (CPRI) in brand evangelism by mediating customer engagement (CE). Additionally, this study examines the moderating role of customer...
View article titled, Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets
Open the PDF for Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets in another window
Add to Citation Manager for Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets
Includes: Supplementary data
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal