Creating online brand advocates: the roles of consumer-brand commitment and monetary and non-monetary incentives

Re-an Müller is an Associate Professor in Marketing Management at North-West University (South Africa) and Deputy Director of the School of Management Sciences at the Vanderbijlpark Campus. With a PhD in Marketing Management, his research focuses on strategic brand management, brand equity and internal branding. A dedicated mentor, he actively supervises postgraduate and PhD students. He is also currently a member of the Executive Committee of the International Advertising Association (IAA) South Africa. He applies his expertise in industry and partners with businesses through short-learning programmes and brand management consulting, helping them refine their market positioning and branding strategies.

Dr Isaac Sewornu Coffie is a Postdoctoral Research Fellow at North-West University, South Africa. Coffie has published using a variety of qualitative and quantitative methods. His research areas include social marketing, SME branding, consumer brand engagement, brand equity and sustainability. He has published in international peer-reviewed journals, including the Journal of Family Business Management, Health Promotion International, Journal of Social Marketing, Social Marketing Quarterly, Journal of Nonprofit & Public Sector Marketing, Health Marketing Quarterly and International Review on Public and Nonprofit Marketing. He reviews for the Journal of Family Business Management, Journal of Social Marketing, Social Marketing Quarterly, and British Food Journal.

Natasha de Klerk is an Associate Professor of Marketing and currently the director of the Faculty of Management and Economic Studies at the North-West University, South Africa. Her teaching and research interests include Fashion Marketing, Generation Y Consumer Behaviour, and Brand Equity. She has published in academic peer-reviewed journals such as the Spanish Journal of Marketing, Business Perspective and Research, and Journal of Business and Management Studies. She also consults for both local and international businesses.