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Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion


Affiliations
1 Professor, Thiagarajar School of Management, Pambanswamy Nagar, Madurai - 625 005, Tamil Nadu, India
2 Assistant Professor (Corresponding Author), Thiagarajar School of Management, Pambanswamy Nagar, Madurai - 625 005, Tamil Nadu, India
     

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This research aimed to analyze the antecedents of brand advocacy and investigate the mediating role of brand love and brand passion. This research used a structured questionnaire and an online survey to collect the responses. The proposed hypotheses were tested with covariance-based structural equation modeling. The mediation effect was investigated with the help of IBM-SPSS software. The antecedents of brand advocacy were identified to be brand trust, brand image, self-brand connect, and brand experience. The interesting finding of the research is that brand love and brand passion were found to have a mediating effect on the path model. The critical contribution of the research is that brand love was found to be the proximal mediator for antecedents, and brand passion was found to be the distal mediator in the path model. A brand manager’s primary task is to ascertain a brand’s features, propagate the brand story, and engage loyal customers of different platforms with love. This research will help brand managers to formulate targeted marketing strategies to promote brand advocacy.

Keywords

Brand advocacy, brand love, brand passion, self-brand connect, mediation, serial mediation

Paper Submission Date : July 25, 2021 ; Paper sent back for Revision : June 1, 2022 ; Paper Acceptance Date : June 20, 2022 ; Paper Published Online : August 16, 2022

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  • Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion

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Authors

Susobhan Goswami
Professor, Thiagarajar School of Management, Pambanswamy Nagar, Madurai - 625 005, Tamil Nadu, India
Nataraj Balasubramanian
Assistant Professor (Corresponding Author), Thiagarajar School of Management, Pambanswamy Nagar, Madurai - 625 005, Tamil Nadu, India

Abstract


This research aimed to analyze the antecedents of brand advocacy and investigate the mediating role of brand love and brand passion. This research used a structured questionnaire and an online survey to collect the responses. The proposed hypotheses were tested with covariance-based structural equation modeling. The mediation effect was investigated with the help of IBM-SPSS software. The antecedents of brand advocacy were identified to be brand trust, brand image, self-brand connect, and brand experience. The interesting finding of the research is that brand love and brand passion were found to have a mediating effect on the path model. The critical contribution of the research is that brand love was found to be the proximal mediator for antecedents, and brand passion was found to be the distal mediator in the path model. A brand manager’s primary task is to ascertain a brand’s features, propagate the brand story, and engage loyal customers of different platforms with love. This research will help brand managers to formulate targeted marketing strategies to promote brand advocacy.

Keywords


Brand advocacy, brand love, brand passion, self-brand connect, mediation, serial mediation

Paper Submission Date : July 25, 2021 ; Paper sent back for Revision : June 1, 2022 ; Paper Acceptance Date : June 20, 2022 ; Paper Published Online : August 16, 2022


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DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi8%2F171222