Brand Evangelism as an Emerging Marketing Approach Among Fashion Businesses
Advances in Quantitative Economic Research(2022)
摘要
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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关键词
Brand evangelism, Marketing, Probit regression, Clothing industry
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