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    The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

    96130.pdf (592.5Kb)
    Access Status
    Open access
    Authors
    Shimul, Anwar Sadat
    Phau, Ian
    Date
    2023
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Shimul, A.S. and Phau, I. 2023. The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model. Marketing Intelligence and Planning. 41 (5): pp. 649-666.
    Source Title
    Marketing Intelligence and Planning
    DOI
    10.1108/MIP-10-2022-0443
    ISSN
    0263-4503
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    Remarks

    © 2023, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

    URI
    http://hdl.handle.net/20.500.11937/96365
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model. Findings: The findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy. Practical implications: The findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship. Originality/value: This research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.

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