...Kuen-Hung Tsai; Wang-Sheng Chen Purpose Drawing upon social exchange and psychological ownership theories, this study aims to develop a model to investigate the mechanisms through which perceived brand ethicality fosters brand evangelism. Design/methodology/approach Data were collected from...

...Guo Cheng; Xiaoyun Han; Weiping Yu; Mingli He Purpose Oppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a price premium and brand evangelism) and negative (schadenfreude...

...Min Prasad Bhandari; Charan Bhattarai; Gary Mulholland Purpose This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number. Design/methodology/approach To achieve the study’s objective, 303...

...Purvendu Sharma; Ashish Sadh; Aditya Billore; Manoj Motiani Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand...

... and investment size facilitate psychological ownership towards a branded app, which, in turn, generates feedback intention and brand evangelism. Originality/value Unlike the utilitarian perspective on user engagement with branded apps, the current research contributes to the literature by proposing a self...

...Francois Marticotte; Manon Arcand; Damien Baudry Purpose This study aims to build on the notion of brand evangelism developed by Becerra and Badrinarayanan (2013) by examining how brand relationship variables regarding one brand (i.e. brand loyalty, brand community identification and self-brand...

...Enrique P. Becerra; Vishag Badrinarayanan 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...