Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses

Eleni Mavragani (), Fragiskos Archontakis, Maria Koiou and Stavroula Laspita ()
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Eleni Mavragani: University of Macedonia
Fragiskos Archontakis: University Center of International Programmes of Studies, International Hellenic University
Maria Koiou: University Center of International Programmes of Studies, International Hellenic University
Stavroula Laspita: University of Western Macedonia

Chapter Chapter 34 in Advances in Quantitative Economic Research, 2022, pp 497-512 from Springer

Abstract: Abstract This study examines the relationships between brand evangelism, brand preference and purchase intentions decisions on clothing. Using data from online questionnaires and through probit regression analysis, we investigate the contemporary purchase behaviour and social media interaction between customers and enterprises in Greece. In doing so, we attempt to add more insights to the understanding of the interaction between brand page commitment and brand evangelism.

Keywords: Brand evangelism; Marketing; Probit regression; Clothing industry (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-98179-2_34

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DOI: 10.1007/978-3-030-98179-2_34

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