Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

Bhati, Ragini; Verma, Harsh V.

doi:10.1108/jrim-12-2018-0165

Cited by 73 publications

(74 citation statements)

References 85 publications

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“…Several managerial insights can be drawn from this research's findings, which will inform marketers of brand communities about the factors that enhance consumers' resilience to negative information. First, as online brand communities facilitate the phenomenon of consumer brand advocacy (Bhati, and Verma, 2020), brands should increase their efforts toward the virtual interactivity on their brand communities. Marketers should enhance virtual interactivity to increase brand knowledge, brand involvement, and boost resilience to negative information.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Managerial Implicationsmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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“…Although the literature on brand relationships is substantial (cf. Bhati and Verma, 2020; Graham and Wilder, 2020; Qin, 2020), relatively little of it has examined the role of the brand post in developing customer-brand relationships.…”

Section: Introductionmentioning

confidence: 99%

Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Hamzah

Wahab

Waqas

2021

JRIM

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Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media. Design/methodology/approach An online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses. Findings The results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification. Originality/value This study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post’s characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.

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“…This is a well-known method for conducting a literature review on sustainability issues, as well as economic and social sciences [81][82][83][84]. Systematic reviews [15,74,81,82,[84][85][86][87][88][89][90][91] and meta-analyses [92,93] are essential tools to accurately and reliably summarize the evidence [80].…”

Section: Methodsmentioning

confidence: 99%

Green Brand Equity—Empirical Experience from a Systematic Literature Review

et al. 2021

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Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Additionally, the backward and forward snowballing methods were applied. In our SLR, we included empirical studies published between 2006 and 2021 as peer-reviewed papers in English. Exclusion criteria included studies with theoretical models, studies describing brand equity not related to GBE, Ph.D. thesis, short reports, workshop papers, practice guidelines, book chapters, reviews, and conference publications. Finally, 33 articles were analyzed as part of the SLR in two fields: general information (authorship, year of publication, type of study, research country or location, sample size, and product categories), and research specifications (factors or variables, number and type of hypotheses, scale or measurement items, type of statistical analysis, and selected indicators of statistical methods). Image, trust, value, satisfaction, and loyalty appeared to be the most studied determinants of GBE. Less frequently analyzed were quality, awareness, attributes, particular promotional activities, and the fact of purchase. The results obtained are important in practical terms, showing what to consider when creating GBE in different categories of products and services.

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Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

Cited by 73 publications

References 85 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Green Brand Equity—Empirical Experience from a Systematic Literature Review

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