Purpose The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the empirical CBA studies containing CBA as a measured variable is carried out. The antecedents’ strengths of association with CBA are compared. Design/methodology/approach The literature is synthesised using the technique of meta-analysis (Hedges and Olkin, 1985). A total of 63 empirical research papers containing 66 data sets, published between 1988 and 2019, are analysed. For each antecedent – CBA relationship, the statistics calculated include point estimate of the reliability adjusted correlation coefficient (ρ), 95% confidence interval of the computed effect size, Cochran’s Q statistic and fail safe-N. The effect of study context as a possible moderator is assessed. Findings The major antecedents of CBA, identified in the study, are categorised into personal factor (opinion leadership), relational factors (brand trust, customer satisfaction, brand identification, customer-based brand equity, affective commitment and normative commitment) and social factor (normative influence). Significant heterogeneity was found across studies for the paired relationships, pointing towards the presence of theoretical and/or methodological moderators. Originality/value The nascent CBA literature reports mixed findings. This creates confusion. This synthesis study contributes to the present body of knowledge of the concept of CBA. It is the only study that uses the technique of meta-analysis to the CBA literature.

Purpose The purpose of this paper is to investigate the effect of mindfulness meditation sessions on students of higher education in terms of their mindfulness, mindful consumption behavior and life satisfaction. Design/methodology/approach Participants of research were higher education students. The research included two studies. The first (screener) study endorsed that mindfulness was higher in students with higher mindfulness meditation frequency. The second study used difference-in-differences experimental design using a treatment and a control group. These groups participated in pre and post-treatment surveys. The treatment was given as guided short mindfulness meditation sessions as suggested by mindfulness guru – Dr Jon Kabat-Zinn. The treatment group received these sessions at the end of regular subject classes for two months. Findings The experiment revealed that mindfulness, mindful consumption and life satisfaction change significantly in the treatment group after treatment as compared to the control group. Research limitations/implications Limitations of the study included sample size and attrition. In total, 149 students participated in the screener study. In total, 94 students were given pre-treatment survey as per research design and 80 participated in post-treatment survey. Practical implications This experiment demonstrated that important traits and behavior like life satisfaction and mindful consumption behavior of higher education students can be improved significantly. The effectiveness of guided short mindfulness sessions, conducted in the classroom environment, was also confirmed. Social implications The inclusion of mindfulness in the regular curriculum by policy makers would benefit students, faculty members and overall quality of learning environment. Originality/value Though previous researches have separately investigated relationships of mindfulness with life satisfaction, there is a lack of research to show association of mindfulness, mindful consumption and life satisfaction.

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Purpose Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively underexplored. Clarifying the impact of mindfulness and religious faith on mindful consumption is important to delineate their effectiveness in influencing consumers to reconsider consumption decisions (e.g. the need for additional products) given the detrimental effects of mindless consumption (e.g. financial debt, environmental degradation and materialistic culture). The concern about mindfulness potentially being a religious matter can also be resolved through empirical validation. Hence, the purpose of this research is to advance the empirical understanding of how mindfulness and religious faith impact on mindful consumption and whether mindfulness and religious faith are interrelated. Design/methodology/approach The authors adopt a multistudy approach to scaffold the exploration of mindfulness and religious faith as precursors of mindful consumption. Findings Study 1 carries out an experiment with undergraduates and demonstrates that mindfulness encourages mindful consumption. Study 2 conducts an offline survey with undergraduates and provides evidence that mindfulness and religious faith independently (i.e. without interacting with each other) encourage mindful consumption. Study 3 uses an online survey of consumers for conceptual replication and reaffirms the findings of Studies 1 and 2 across gender, occupations and household incomes (except middle-income households). Research limitations/implications The implications of these findings are discussed, wherein mindfulness and religious faith are earmarked as viable avenues for promoting mindful consumption. Originality/value This seminal attempt uses multiple studies to empirically validate the nature and generalizability of relationships between mindfulness, religious faith and mindful consumption.