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In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences brand evangelism which is considered as an extra-role behavior from the members. The study among 167 members of the online brand communities revealed that brand evangelism is explained by the unidimensional construct. The result indicates that trust towards the online brand community and brand community commitment significantly affect brand evangelism. Implication and future research direction are also highlighted at the end of this article.

It is ancient readers rather than the biblical authors who are responsible for the order of the books in the NT canon. The authors of Acts, Romans, 2 Peter, and James did not intend their compositions to play a specific canonical role or to occupy a set position in the lineup of NT books. By putting the books of the NT canon in a certain order, early readers provided aparatextual frame for the biblical text, reflecting a certain way of understanding the text. The placing of books in order puts an external constraint on the text of Scripture, albeit an inescapable one when texts of diverse origin are collected in a literary corpus, but the processes of composition and compilation are separate in origin andfunction.

In modern China, mission press was regarded as crucial for evangelism, particularly literature evangelism. This article focuses on ABCFM's missionary enterprise in the mission press and the early development of the Canton and Singapore Presses before the First Opium War. Using ABCFM's archives, this article first explains why ABCFM established mission press as a means of evangelism. Secondly, it illustrates the founding and early publications of the Canton Press. Thirdly, it clarifies the relationship between ABCFM's Canton Press and Singapore Press. Lastly, the early aims of ABCFM in establishing mission presses in Canton and Singapore are elucidated, and the importance of early American missionary undertakings in the Far East is evaluated.

Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

Purpose This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number. Design/methodology/approach To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model. Findings The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts. Originality/value OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

The present work identifies the modal aspect theory as a tool capable of evaluating an evangelistic outreach event and an example of such an outreach event is analysed using this theory. The event considered involves the offer, in a public space, of hospitality in the form of refreshments to passers-by. Modal aspect theory is shown to be capable of dynamic and fruitful application. It provides valuable insights into the way in which a biblically faithful outreach event may be organised and executed in such a way as to avoid reductionist influences, including Platonic dualism, and instead facilitate the establishment of a visible instance of the community of God’s people gathered, under his kingdom reign, in a public space into which unbelievers are welcomed. https://doi.org/10.19108/KOERS.88.1.2528