...Naser Pourazad; Ehsan Abedin; Jacqueline Burgess Purpose This study aims to examine how video game brand communities express online brand advocacy, revealing distinct patterns of consumer engagement that challenge traditional marketing approaches. By drawing on social identity theory, authentic...

... and (2) the psychological pathways translating such collaborations into brand advocacy, framed through ingroup-outgroup dynamics in social identity theory. Design/methodology/approach A mixed-methods design was adopted, combining a modified Delphi method in Study 1 with partial least squares...

...Anwar Sadat Shimul; Anisur R. Faroque; Esnaina Quader Purpose The purpose of this paper is to conduct a comprehensive scoping review to examine how brand advocacy has evolved as a key construct in consumer–brand relationship research. Through systematic analysis of existing literature, this review...

... in the early stage of COVID-19 would influence consumers’ advocacy intention according to their focus (i.e. targets of institutional CSR). The first study examined the moderating role of individuals’ CSR expectancy on the effects of companies’ CSR initiatives on consumers’ brand advocacy intention. The second...

... brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification. Practical implications Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times...

...Bashar S. Gammoh; Michael L. Mallin; Ellen Bolman Pullins Purpose This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship behaviors, brand advocacy and ultimately brand market...

..., and things with names similar or identical to their own. © Emerald Group Publishing Limited 2013 Brand advocacy Brand names Brand preference Two field studies were conducted to address these and related questions. Our results demonstrate that a surname brand preference effect...