... preference Brand identification Delphi study Consumer behavior Brand advocacy involves being a reference customer, publicly endorsing and defending a brand and its best interests (Fullerton, 2011). It is typically analyzed as a twofold concept, encompassing (1) a proactive, supportive aspect (e.g...

... of, and the available actions of brand managers resulting from fake news. Design/methodology/approach A Delphi study of 42 academics with peer-reviewed publications in the brand management domain. Findings The study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake...