Turning social endorsement into brand passion
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DOI: 10.1016/j.jbusres.2021.01.011
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Cited by:
- Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
- Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
- Isaac Owusu Asante & Yushi Jiang & Xiao Luo, 2023. "Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
- Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
- Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
- Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
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Keywords
Social endorsement; Friend-bonding endorsement; Crowd-bridging endorsement; Self-enhancement; Self-verification; Brand passion; fsQCA;All these keywords.
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