Unlocking the drivers of brand evangelism in the hospitality sector: A mediated-moderated model of emotional brand bonding and surprise

Noureddine SelmiDepartment of Public Administration, School of Economics, Administration and Public Policy, Doha Institute for Graduate Studies, Mohammad SolimanDepartment of Marketing, College of Economics and Political Science, Sultan Qaboos University, Muhammad Dliya, ul HaqDepartment of Information Management, National Sun Yat-sen University, John Christopher B. MesanaCollege of Tourism and Hospitality Management, National University Philippines

Tourism and Hospitality Research

Published online on June 27, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
Although brand evangelism has recently garnered increasing attention across various settings, its antecedents remain underexplored, particularly within the hotel industry in developing countries. Additionally, few studies examined how emotional brand ...