P. Becerra, Enrique; Badrinarayanan, Vishag - In: Journal of Product & Brand Management 22 (2013) 5/6, pp. 371-383
Purpose – The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs,...