Marticotte, Francois; Arcand, Manon; Baudry, Damien - In: Journal of Product & Brand Management 25 (2016) 6, pp. 538-549
Purpose This study aims to build on the notion of brand evangelism developed by Becerra and Badrinarayanan (2013) by examining how brand relationship variables regarding one brand (i.e. brand loyalty, brand community identification and self-brand connection) influence oppositional referrals to a...
