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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| Format: | Thesis |
| Language: | English |
| Published: |
2023
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| Online Access: | https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf |
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my-uitm-ir.829582024-01-08T08:51:59Z 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 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 https://ir.uitm.edu.my/id/eprint/82958/ https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Business and Management Othman, Abdul Kadir |
| institution |
Universiti Teknologi MARA |
| collection |
UiTM Institutional Repository |
| language |
English |
| advisor |
Othman, Abdul Kadir |
| 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 |
| qualification_name |
Doctor of Philosophy (PhD.) |
| qualification_level |
Doctorate |
| 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 |
| granting_institution |
Universiti Teknologi MARA (UiTM) |
| granting_department |
Faculty of Business and Management |
| publishDate |
2023 |
| url |
https://ir.uitm.edu.my/id/eprint/82958/1/82958.pdf |
| _version_ |
1794191956724678656 |