“Spreading the Good Word”: Toward an Understanding of Brand Evangelism

Doss, Samuel K.

doi:10.1007/978-3-319-10873-5_259

Cited by 37 publications

(69 citation statements)

References 48 publications

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“…Consumers who found the brand to be reliable and trustworthy would express strong intentions to continue to use the brand, which is supported in this study as well. However, although Doss (2014) and Becerra and Badrinarayanan (2013) found that trust was a key antecedent of various dimensions of brand evangelism, such as building faith with a brand and positive brand referrals respectively, our study did not find such support. This finding definitely sheds some meaningful light on the brand evangelism literature making it imperative to investigate on a larger scale across multiple social media platforms and product categories.…”

Section: Resultscontrasting

confidence: 99%

“…Riivits-Arkonsuo, Kaljund and Leppiman define brand evangelism as a strong consumer-brand relationship that manifests itself as an extension of positive consumer-to-consumer word-of-mouth communication (2014). A brand evangelist submits content unsolicited from the brand; he or she acts as an unpaid spokesperson of the brand (Doss, 2014). The brand has little or no control over the brand evangelist.…”

Section: Brand Evangelismmentioning

confidence: 99%

“…Brand evangelism has been defined as the active behavioral and vocal support of a brand, including actions such as purchasing the brand and disseminating positive brand referrals (Becerra and Badrinarayanan, 2013). Additionally, a brand evangelist submits content unsolicited from the brand; he or she acts as an unpaid spokesperson of the brand (Doss, 2014). We define brand evangelism as a consumer who engages in online conversations about a brand consistently with the intention to persuade others to favor that brand.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Tribes We Lead: Understanding the Antecedents and Consequences of Brand Evangelism Within the Context of Social Communities

2019

JMDC

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Brand evangelism has significant potential to impact loyalty, thereby making the construct an important point of interest for practitioners and researchers alike. This study attempts to augment existing literature by demonstrating how antecedent constructs such as trust and sentiment operate in unique and distinctive ways when mediated by brand evangelism, especially as it relates to two very different outcome variables in attitudinal and behavioral loyalty. While brand evangelism is found to be a mediator for the impact of sentiment on loyalty, it interestingly does not seem to be a mediator for the impact of trust on loyalty.

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Section: Resultscontrasting

confidence: 99%

Section: Brand Evangelismmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Tribes We Lead: Understanding the Antecedents and Consequences of Brand Evangelism Within the Context of Social Communities

2019

JMDC

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“…Positive informal correspondence is a generally known as the meaning of brand Evangelism. An unpaid representative in the interest of the brand is called as an evangelist; his demonstration will even come to "lecturing" in as a push to convert others to utilize the brand (Doss, 2013). It is unique with verbal correspondence that isn't generally influential in nature, brand evangelism is subjected to declaring intentionally not just the positive data but rather likewise thoughts and sentiments in regards to a specific brand to others deliberately and regularly energetically, which overwhelmingly planned to impact utilization behavior.…”

Section: Review Of Literaturementioning

confidence: 99%

AN EMPIRICAL STUDY OF BRAND EVANGELISM FOR RECOMMENDING CARS-A QUALITATIVE & SYSTEMATIC REVIEW OF LITERATURE

Choudhury¹,

Mishra²,

Mohanty³

2019

IJTRS

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India is one of the world"s fastest growing automobile markets and is poised to become the third largest passenger"s car market by 2020 (Philip, L. 2016, Economic Times). The recorded sales growth of 4 wheelers like passenger car & utility vehicle has also risen up to 7.87 % and 6.25% respectively during April-March 2016 (SIAM, 2015-16). But what makes a car maker like Japan"s Maruti Suzuki and Korea"s Hyundai enjoys more than 67% of market share while others like US car makers Ford India and General Motors combined market share is just 4-5%(Philip,L.2016,The Economic Times). Sales in the North & East region have evidenced only 5%of changes in the FY16 which is comparatively lower than the west & south region (Khan,A.N,2016, The Economic Times). The Japanese car makers(Honda, Hyundai, Isuzu Motors, Nissan &Toyota) achieved an average of 48.01% of growth till July 2016 having a better stand from the Indian car makers (Hindustan Motors, M&M,M&S, Tata & Force motors) i.e. 6.74% (Autocar Pro News Desk, July 2016). In this study the researcher explored the causes how a customer become a diehard fan of any brand and advocate for the brand with its strong features and create a great WOM for company which is an organic marketing strategy.

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“…When a customer is highly satisfied with a product or service, there is a possibility that he or she may carry out brand evangelism. Brand evangelism, according to Doss (2014) is a strong, positive word-of-mouth message communicated to prospective customers.…”

Section: Introductionmentioning

confidence: 99%

A closer look at the relationship of entry-level bank employees’ leadership attributes and customer satisfaction

Al-Salim

2018

J Financ Serv Mark

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The purpose of this quantitative research was to measure customer satisfaction with bank tellers and bank teller leadership attributes and to determine the relationships between the two and the effect of gender on the ratings. Data were collected at three bank branches in West Amman-Jordan with 126 bank customers. The results revealed statistically significant differences in the ratings of the leadership attributes: Ethics had highest ratings while innovation had the lowest ratings. There were significantly different gender ratings in two leadership attributes such that women's ratings were higher than the men's in bank knowledge and communication leadership attributes. Also, men and women differed significantly on satisfaction; women were more satisfied than men. Moreover, results revealed that satisfaction correlated directly, strongly, and significantly with all five leadership attributes. Additionally, results showed that bank knowledge, innovation, and gender all made unique and statistically significant contributions to predicting satisfaction with bank tellers.

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“Spreading the Good Word”: Toward an Understanding of Brand Evangelism

Cited by 37 publications

References 48 publications

The Tribes We Lead: Understanding the Antecedents and Consequences of Brand Evangelism Within the Context of Social Communities

The Tribes We Lead: Understanding the Antecedents and Consequences of Brand Evangelism Within the Context of Social Communities

AN EMPIRICAL STUDY OF BRAND EVANGELISM FOR RECOMMENDING CARS-A QUALITATIVE & SYSTEMATIC REVIEW OF LITERATURE

A closer look at the relationship of entry-level bank employees’ leadership attributes and customer satisfaction

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