“…Rather than having been adopted into the theoretical framework of a specific discipline, the concept has been used across multiple fields of study and practice, including literature (Karmi, 2008), action research in developmental theory (Mullett, Jung, & Hills, 2004), training and communication programmes (Garner, Alley, Haas, Sontgerath, & Kaplan, 2017), medicine (Hubble & Solovey, 1994), organisational citizenship (van Zoonen, Bartels, van Prooijen, & Schouten, 2018) and place management and citizenry (Hamilton, 2010; Taecharungroj, 2016). It has also been adopted in strategies relating to the teaching of science, technology, engineering and maths (Anagnos, Lyman-Holt, Marin-Artieda, & Momsen, 2014; Garner, Haas, Alley, & Kaplan, 2018; Lucas et al, 2014; Renaud & Renaud, 2013; Talbot et al, 2013). Most frequently, it has been used in relation to marketing and branding (Debenedetti & Oppewal, 2012; Ghasemi, Del Chiappa, & Correia, 2017; McGregor, 2018), where brand ambassadors are commercially sought-after individuals who are convinced about the characteristics of a certain brand to the point where they advocate its use to others.…”