Do value cocreation and engagement drive brand evangelism?
Purpose: Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors. Design/methodology/approach: Respondents recruited through Amazon MTurk were surveyed on social media...[Show more]
|Collections||ANU Research Publications|
|Source:||Marketing Intelligence and Planning|
|TMP7362966612022930152346.pdf||210.45 kB||Adobe PDF||Request a copy|
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