What is it about?
Brands reflect the quality and innovativeness of a company's offerings. Businesses leverage brands to build and uphold their competitive advantages, while consumers often base their buying decisions on how they perceive these brands. Therefore, brands are important intangible assets for any company. This paper explores how consumer brand involvement affects brand advocacy, focusing on the underlying mechanisms and contexts. A moderated mediation model was empirically validated using a sample of 387 Chinese consumers.
Featured Image
Photo by Brooke Cagle on Unsplash
Why is it important?
Our findings reveal that consumer brand involvement has a direct effect on brand advocacy, as well as an indirect effect facilitated by the positive interplay between relational motivational orientation and affective brand commitment, along with task motivational orientation and normative brand commitment. These results enhance the existing literature on brand advocacy and consumer brand engagement. Additionally, the research offers theoretical insights into the extended involvement-commitment model and provides important practical implications.
Perspectives
Writing this article was a fascinating journal for my co-author and me as we deep dived into the intricate dynamics of consumer brand involvement, affective and normative brand commitments, relational and task motivational orientations, and brand advocacy. Ultimately, it is essential for organizations to adopt a consumer-centric viewpoint to understand how to inspire consumers to commit and champion their brands.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: Effect of consumer brand involvement on brand advocacy: a moderated mediation model, The Journal of Marketing Theory and Practice, November 2024, Taylor & Francis,
DOI: 10.1080/10696679.2024.2427207.
You can read the full text:
Contributors
The following have contributed to this page
