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This study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.

Data were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.

The study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.

To promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.

Although previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

Hotel servicescapes have been extensively examined in the literature; however, there has been less attention on green servicescapes that attract consumers to visit green hotels. This model explores the relationship among green servicescapes – green items, green surfaces, natural environment, green consumerism and their outcomes, including intentions to return and green evangelism with a moderating role of green perceived quality.

The multi-wave method was utilized to gather data from China's major cities, Beijing and Shanghai. A total of 462 responses were received over three waves. Subsequently, the data were analyzed employing structural equation modeling (SEM) in Smart PLS 4.

The findings indicated that green servicescape – green items, green surfaces and natural environment – have a positive impact on green consumerism. The authors have discovered that green consumerism leads to positive intentions among consumers to return and engage in green evangelism. Green perceived quality significantly moderated the relationship between green servicescape and green consumerism.

The study offers insightful contributions to academia and managerial fields, encompassing consumer psychology, consumer behaviour, the stimulus-organism-response (SOR) framework and servicescapes. Additionally, it assists hotel managers in addressing challenges stemming from the competitive environment and creating a more environmentally friendly atmosphere.

The research focused on the innovative reflective model of green consumerism model and adopted a pioneering approach to examine green servicescapes within the hotel industry. This study enhances understanding of consumer intentions to return and the influence of green consumerism on green evangelism, while also quantifying the significance of green perceived quality.

Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote evangelism creation as part of their skill set. Yet the existence customer evangelism and its effects remain unsupported by empirical evidence. The purpose of this paper is to quantitatively explore customer evangelism.

This paper takes one of the first steps towards empirical analysis of customer evangelism by using a formative composite latent variable model to identify customer evangelists from a survey population. The authors then compare customer evangelists against non-customer evangelists on key characteristics, as per the claims in the qualitative literature, to verify the accuracy of the selection model.

The analysis demonstrates that key claims in the qualitative literature in regard to customer evangelists are supported by quantitative data in this study, namely that customer evangelists are focused on authenticity, cultishness and sharing knowledge, and have a deep emotional and spiritual connection to the brand. They also have higher intentions to purchase the product in future than do non-customer evangelists. However, other claims in the qualitative literature – such as that customer evangelists are more socially oriented, knowledge-seeking, experientially oriented or idealistic than are non-customer evangelists – are not supported by the data in this study, or are inconclusive.

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.

The proliferation of the coronavirus disease (COVID-19) has threatened the service industry, especially the restaurant sector, requiring innovative ways to help restaurants overcome this challenge. Thus, based on the stimulus–organism–response (SOR) model, the purpose of this study is to examine the role of customers' perception of a restaurant's innovativeness (CPRI) in brand evangelism by mediating customer engagement (CE). Additionally, this study examines the moderating role of customer openness to experience.

A Web-based survey collected the primary data from 483 Egyptian customers. The data were analysed using the partial least squares structural equation modelling method based on WarpPLS.7 software.

According to the findings, CPRI, which acts as a stimulus in the SOR model, positively affects CE (organism) and brand evangelism (response). CE positively affects restaurant evangelism. Additionally, CE mediates the relationship between CPRI and evangelism. Openness to experience moderates the relationship between CPRI, engagement and brand evangelism.

This study addresses the gaps in understanding CE and brand evangelism within the context of restaurant innovation. This study assesses restaurant innovativeness scales of developing economies in multiple dimensions. Egyptian restaurant marketing managers should innovate products, services, experiences, and promotions to increase consumer engagement and feedback through technology.

This study investigates how Egyptian restaurants engage with and evangelise customers through innovation. This is one of the few studies that examine brand evangelism in a restaurant setting from the perspective of the SOR theory. Additionally, this study analyses CE as a mediator and openness to experience as a moderator.

This conceptual paper aims to explore government regulatory responses of social networking platforms (SNP) and tourism destination evangelism. This research draws on a two-phase data source review of government legislations that guarantee social media users and empirical papers related to social media platforms. The results revealed that Ghana has adopted specific legislations that manage and control SNP. To the best of the author’s knowledge, this study is the first of its kind that synthesized government legislation and empirical papers on social networking platforms in evangelising destinations which have been missing in extant literature.

This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.

In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.

The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.

This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.

Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.

The present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.

A conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.

The research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.

The research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.

This research highlights key areas to build, improve and inspire destination evangelism on SMTCs.

This study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.

The intense competition among restaurant brands made it difficult to retain and engage customers. Service innovation can play a vital role to serve this purpose, however, restaurant brands' efforts to bringing innovativeness may not yield desired results unless customers perceive them innovative. Therefore, the present study aims to investigate the role of customer perceived innovativeness (CPRI) in enhancing brand love and evangelism among customers. This study compares these effects between fast-food and continental restaurants to offer deeper insights.

Data were collected from 303 customers of fast-food and continental restaurants through self-administered structured questionnaire. The reliability and validity were established through confirmatory factor analysis. The hypotheses were tested using structural equation modeling and multi-group SEM with MPlus.

The findings of this study reveal that menu, experiential and promotional innovativeness dimensions of CPRI positively influence brand love. The effects of CPRI dimensions transcend to brand evangelism dimensions, i.e. brand purchase intension, positive brand referrals and oppositional brand referrals via brand love. The multi-group analysis showed that continental restaurants' menu innovativeness strongly impacts brand love and evangelism while promotional innovativeness matters more in the context of fast-food restaurants.

This study helps restaurant managers in devising tailor made strategies for fast-food and continental restaurants by focusing on the relevant attributes to bring innovation.

This research is one of the pioneering studies to investigate the relationship of CPRI with brand evangelism through the mediating role of brand love. This study also marks an initial attempt to compare fast-food and continental restaurants in the context of CPRI.

This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services.

Data were collected using an online survey from 826 Chinese consumers. Structural equation modeling is used to test the proposed conceptual model.

Our results demonstrate that green transparency and green competence enhancement positively affect consumer green brand attachment (i.e. self–green brand connection and green brand prominence) which subsequently influence consumers’ loyalty toward green brands and their resistance to negative information. Finally, the development of green brand attachment across brands of products and services is found to be different.

Extending the conceptual model to other cultural contexts is suggested. Using the experimental design to examine other boundary conditions is recommended.

This study provides recommendations for marketers, especially brand managers, to facilitate green brand communications to strengthen consumer–brand relationships.

This study extends past research by examining two types of green brand attachment via a cognitive schema lens. Also, it shows the internal cognitive process by which green brand communications potentially promote consumer behavioral outcomes through green brand attachment. Lastly, it highlights differences in the development of green brand loyalty and consumer resistance to negative information across brands of products and services.

In this chapter, I present the scientific pillar of the project. Given the political proposal that informs the book, it is necessary for me to show why and how such an activist endeavour as I propose produces valid and reliable knowledge. To this end, I deal with the historical debate about the role of the intellectual in society based on the ideal types of the neutral expert and the academic activist introduced in Chapter 2.