...Re-an Müller; Isaac Sewornu Coffie; Natasha De Klerk Purpose This study aims to examine the interactive influence of incentive types (monetary and non-monetary) on the relationship between consumer-brand commitment and online brand advocacy behaviour. Design/methodology/approach Data from 551...

... on brand love and online brand advocacy are weak. Celebrity worship significantly influences brand love; however, the relationship with online brand advocacy is nonsignificant, highlighting the crucial mediating role of brand love. The mediating effects of celebrity worship and brand love significantly...

...Nilsah Cavdar Aksoy; Nihal Yazici; Ahmet Duzenci Purpose This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework. Design/methodology/approach Online surveys were distributed to 840...

...Amy Wong; Yu-Chen Hung Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample...

...Violetta Wilk; Geoffrey Norman Soutar; Paul Harrigan Purpose Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer...