Originality/value of paper
This study is one of the first to attempt to empirically identify customer evangelists, and is part of a movement to study consumer religiosity in an empirical context. This study paves the way for further empirical research into customer evangelism, consumer religiosity and consumer collectivism.
Collins, N., GlÃ¤be, H., Mizerski, D. and Murphy, J. (2015), "Identifying Customer Evangelists", Brand Meaning Management (Review of Marketing Research, Vol. 12), Emerald Group Publishing Limited, pp. 175-206. https://doi.org/10.1108/S1548-643520150000012007Download as .RIS
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