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Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses

In: Advances in Quantitative Economic Research

Author

Listed:
  • 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)

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.

Suggested Citation

  • Eleni Mavragani & Fragiskos Archontakis & Maria Koiou & Stavroula Laspita, 2022. "Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Quantitative Economic Research, chapter 0, pages 497-512, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-98179-2_34
    DOI: 10.1007/978-3-030-98179-2_34
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