國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Understanding the Antecedents and Ou...

Cestare, ToniAnn.

Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment.
作者:	Cestare, ToniAnn.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, 2019
面頁冊數:	111 p.
附註:	Source: Dissertations Abstracts International, Volume: 81-04, Section: A.
附註:	Advisor: Ray, Ipshita.
Contained By:	Dissertations Abstracts International81-04A.
標題:	Marketing.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13809761
ISBN:	9781392630204

Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment.
Cestare, ToniAnn.

Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 111 p.

Source: Dissertations Abstracts International, Volume: 81-04, Section: A.

Thesis (D.P.S.)--Pace University, 2019.

This item must not be sold to any third party vendors.

The purpose of this study was to obtain a comprehensive understanding of brand evangelism that is lacking in extant research. Prior brand evangelism research established the importance of brand evangelism in the digital environment but has an incohesive view of the construct, including various definitions and contexts in which it was studied. This study integrated a unified definition of brand evangelism that focused on three distinct areas of brand evangelism research: passion, word-of-mouth and the intention to recruit. The study also developed and tested a model that includes antecedent, outcome, and moderating variables that provide a holistic understanding of the brand-related and psychological influences in a brand evangelism framework. In order to obtain a full understanding of brand evangelism it is necessary to examine brand evangelism’s impact on consumer behavior in the online environment. Brand evangelism’s influence on building loyalty and consumer recruitment can directly affect the brand’s sales, which makes it a crucial topic of consideration for both researchers and practitioners. The results favor a model in which brand evangelism has a central role, mediating the relationship between the antecedent variable of brand affect and the outcome variables. Additionally, it is found that there is a significant relationship between brand evangelism and consumer recruitment. It is also found that the motivating variable the need for self-enhancement satisfaction moderates the positive relationship between brand affect and brand evangelism. Lastly, the study found that brand evangelism positively influences positive self-esteem. These results, which augment existing brand evangelism literature, are discussed in terms of their theoretical and strategic managerial implications.

ISBN: 9781392630204Subjects--Topical Terms:

182957
Marketing.

Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment.
LDR:02803nmm a2200301 4500 001 570718
005 20200514111944.5
008 200901s2019 ||||||||||||||||| ||eng d
020 $a 9781392630204
035 $a (MiAaPQ)AAI13809761
035 $a AAI13809761
040 $a MiAaPQ $c MiAaPQ
100 1 $a Cestare, ToniAnn. $3 857372
245 1 0 $a Understanding the Antecedents and Outcomes of Brand Evangelism in the Digital Environment.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 111 p.
500 $a Source: Dissertations Abstracts International, Volume: 81-04, Section: A.
500 $a Advisor: Ray, Ipshita.
502 $a Thesis (D.P.S.)--Pace University, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a The purpose of this study was to obtain a comprehensive understanding of brand evangelism that is lacking in extant research. Prior brand evangelism research established the importance of brand evangelism in the digital environment but has an incohesive view of the construct, including various definitions and contexts in which it was studied. This study integrated a unified definition of brand evangelism that focused on three distinct areas of brand evangelism research: passion, word-of-mouth and the intention to recruit. The study also developed and tested a model that includes antecedent, outcome, and moderating variables that provide a holistic understanding of the brand-related and psychological influences in a brand evangelism framework. In order to obtain a full understanding of brand evangelism it is necessary to examine brand evangelism’s impact on consumer behavior in the online environment. Brand evangelism’s influence on building loyalty and consumer recruitment can directly affect the brand’s sales, which makes it a crucial topic of consideration for both researchers and practitioners. The results favor a model in which brand evangelism has a central role, mediating the relationship between the antecedent variable of brand affect and the outcome variables. Additionally, it is found that there is a significant relationship between brand evangelism and consumer recruitment. It is also found that the motivating variable the need for self-enhancement satisfaction moderates the positive relationship between brand affect and brand evangelism. Lastly, the study found that brand evangelism positively influences positive self-esteem. These results, which augment existing brand evangelism literature, are discussed in terms of their theoretical and strategic managerial implications.
590 $a School code: 0483.
650 4 $a Marketing. $3 182957
650 4 $a Web studies. $3 708690
690 $a 0338
690 $a 0646
710 2 $a Pace University. $b Lubin School of Business. $3 857373
773 0 $t Dissertations Abstracts International $g 81-04A.
790 $a 0483
791 $a D.P.S.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13809761