...Jinhua Li; Zhaoxin Li; Yan Ding Purpose Building on the optimal distinctiveness theory and attribution theory, this study aims to explore the impact of corporate social responsibility (CSR) differentiation on consumer brand advocacy, uncovering its underlying mechanisms and boundary conditions...

...Zhengpei Wang; Xue Yang Purpose In the value creation process, consumers have become active co-creators alongside companies. This study aims to examine the impact of consumer value co-creation on brand advocacy, with a particular focus on validating the mediating role of brand-self distance...

...Anwar Sadat Shimul; Ian Phau Purpose This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach A total of 324 valid and useable responses...

...Paul Harrigan; Sanjit K. Roy; Tom Chen Purpose Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social...