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2022 | OriginalPaper | Chapter

34. Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses

Authors : Eleni Mavragani, Fragiskos Archontakis, Maria Koiou, Stavroula Laspita

Published in: Advances in Quantitative Economic Research

Publisher: Springer International Publishing

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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.

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Title: Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses
Authors: Eleni Mavragani
Fragiskos Archontakis
Maria Koiou
Stavroula Laspita
Publisher: Springer International Publishing
Book: Advances in Quantitative Economic Research
Print ISBN: 978-3-030-98178-5

Electronic ISBN: 978-3-030-98179-2

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-98179-2_34

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