Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
"Spreading The Good Word": Toward An Understanding Of Brand Evangelism, Samuel K. Doss
"Spreading The Good Word": Toward An Understanding Of Brand Evangelism, Samuel K. Doss
Theses and Dissertations - UTB/UTPA
The objective of this dissertation is to better understand the phenomenon of brand evangelism and the dimensions that are involved in a consumer becoming a brand evangelist. A brand evangelist is a consumer who actively “spreads the good word” of the brand while attempting to influence others’ consumption behavior. Through the development and testing of a model, this study helps to realize the concepts that are involved in a consumer becoming a brand evangelist. To date, little research has examined the dimensions of brand evangelism. It is proposed here that the attributes leading to brand evangelism include brand satisfaction, brand …