This research used a conceptual model to examine how a restaurant service ritual might
influence brand evangelism through employee-to-customer (E2C) interaction quality and …

Micro-influencers have become powerful sources of information for consumers in the digital
age. Marketers have strategically collaborated with micro-influencers as brand endorsers to …

In today's competitive environment, it is important to understand that consumers' evangelical
behavior depends on symbolic brand attachment. This study, drawing on social identity …

Facebook pages of cosmetic products have substantially grown among millennial
consumers. This study aims to explore the motivational factors that affect different types of …

Purpose The intense competition among restaurant brands made it difficult to retain and
engage customers. Service innovation can play a vital role to serve this purpose, however …

The aim of this chapter is to shed light on a growing phenomenon in communication
practice: employees speaking voluntarily for, about or on behalf of their organization …

Amaç–Marka evangelizmi ağızdan ağıza pazarlamanın daha gelişmiş halidir. Ağızdan ağıza
pazarlama; pazarlama iletişimi için bir iskeletse, marka evangelizmi bir ruhtur. Marka …

Brand evangelism is essential to the profitability of e-shops, but the effects of failure
attribution and recovery justice in encouraging brand evangelism in the online service …

Purpose The purpose of this study is to identify the characterizations of business process
management (BPM) methodology in hotel industry through an aggregate processing of the …

In an age of digitalized interactions, social media micro-influencer is a contemporary
marketing approach for the company to engage with online consumers. Surprisingly …