Online brand advocacy and brand loyalty: a reciprocal relationship?

What is it about?

Consumers who identify with a brand and a brand loyal give online brand advocacy (OBA) which, in turn, impacts on purchase intent. Interestingly, consumers who give OBA develop higher brand loyalty; highlighting OBA’s complexity. Practitioners need to include OBA in brand management strategies, as OBA plays a key role in the development of consumer-brand relationships.

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