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Author Doss, Samuel K
Title "Spreading the good word": Toward an understanding of brand evangelism
book jacket
Descript 120 p
Note Source: Dissertation Abstracts International, Volume: 71-11, Section: A, page: 4090
Adviser: Michael S. Minor
Thesis (Ph.D.)--The University of Texas - Pan American, 2010
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 salience, consumer-brand identification, social motivation, and opinion leadership. The results of the study garnered some mixed results. It was found that consumer-brand identification, brand salience, and opinion leadership are all concepts that lead to brand evangelism. However, neither brand satisfaction nor sociability has a statistically significant relationship directly related with brand evangelism. It must be noted, though, that brand satisfaction does have a mediated relationship with brand evangelism through consumer-brand identification. Finally, for the overall proposed model, it was found that there is no statistical difference between males and females, income level of higher/lower than $100,000, ages of 50 years and older versus under 50 years of age, or being a college graduate versus an individual without a bachelor's degree
School code: 6240
Host Item Dissertation Abstracts International 71-11A
Subject Business Administration, Marketing
Alt Author The University of Texas - Pan American. Business
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