Effect of consumer brand involvement on brand advocacy: a moderated mediation model
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study explored the mechanisms and contexts through which consumer brand involvement can influence brand advocacy. A moderated mediation model was empirically tested with a random sample of 387 Chinese consumers in Hong Kong. The results indicated that consumer brand involvement exerts a direct impact on brand advocacy and an indirect influence through a positive interaction between relation motivational orientation and affective brand commitment, and task motivational orientation and normative brand commitment. The findings contribute to the brand advocacy and customer brand engagement literature. This study also makes a theoretical contribution to the involvement – commitment model. Practical implications of the findings are discussed.
Authors: Millissa F. Y. Cheung, Wai Ming To
Institutions: Edinburgh Napier University, Macao Polytechnic University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404287076