The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree

Brand evangelism is a new strategy for Malaysian telecommunication brand turn consumers into brand evangelists who passionately embrace their favourite brands by enthusiastically sharing their positive brand experiences with others, encouraging others to experience the brand, and discouraging others...

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Main Author: M. Suaree, Mohamad Atheef Hannan
Format: Thesis
Language:English
Published: 2023
Online Access:https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf
https://ir.uitm.edu.my/id/eprint/82958/
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Institution: Universiti Teknologi Mara
Language: English
id my.uitm.ir.82958
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spelling my.uitm.ir.829582024-01-08T08:51:59Z https://ir.uitm.edu.my/id/eprint/82958/ The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree M. Suaree, Mohamad Atheef Hannan Brand evangelism is a new strategy for Malaysian telecommunication brand turn consumers into brand evangelists who passionately embrace their favourite brands by enthusiastically sharing their positive brand experiences with others, encouraging others to experience the brand, and discouraging others from purchasing competing brands. This marketing strategy signifies more proactive and devoted referrals behaviour and more aggressive persuasion of others to consume the same brand. Based on the behavioral decision theory, this study investigates the impact of e-customer service execution on consumer decision journey with the dimension of e-customer service quality and extrinsic brand attributes towards positive brand referrals as well as oppositional brand referrals with the moderating role of interactive services and the mediating role of brand preference and repurchase intention. 2023 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree. (2023) PhD thesis, thesis, Universiti Teknologi MARA (UiTM).
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
description Brand evangelism is a new strategy for Malaysian telecommunication brand turn consumers into brand evangelists who passionately embrace their favourite brands by enthusiastically sharing their positive brand experiences with others, encouraging others to experience the brand, and discouraging others from purchasing competing brands. This marketing strategy signifies more proactive and devoted referrals behaviour and more aggressive persuasion of others to consume the same brand. Based on the behavioral decision theory, this study investigates the impact of e-customer service execution on consumer decision journey with the dimension of e-customer service quality and extrinsic brand attributes towards positive brand referrals as well as oppositional brand referrals with the moderating role of interactive services and the mediating role of brand preference and repurchase intention.
format Thesis
author M. Suaree, Mohamad Atheef Hannan
spellingShingle M. Suaree, Mohamad Atheef Hannan
The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
author_facet M. Suaree, Mohamad Atheef Hannan
author_sort M. Suaree, Mohamad Atheef Hannan
title The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
title_short The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
title_full The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
title_fullStr The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
title_full_unstemmed The influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five Malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / Mohamad Atheef Hannan M. Suaree
title_sort influence of e-customer service quality and extrinsic brand attributes on brand evangelism among top five malaysian telecommunication brands: the moderating role of interactive services and the mediating role of brand preference and repurchase intention / mohamad atheef hannan m. suaree
publishDate 2023
url https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf
https://ir.uitm.edu.my/id/eprint/82958/
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