Table 4 Older consumers’ online brand... | Emerald Publishing

Table 4

Older consumers’ online brand advocacy dimensions

Older consumers’ online brand advocacy dimensions	Represented quotes
Brand knowledge	“You actually are promoting something, and that is because you, in fact, have experience of that or knowledge about that. And you were promoting it because that is what you believe in.” (I09)
Brand knowledge	“People know me for using (Jacket Brand X) for a long time now. That is my main image. So, I think that is the best publicity.” (I12)
Brand defence	“Defend the brand. I can give my testimony. I can give what were my experiences. (…) And if I only sense some things powered bad about this brand, I have to respect the other opinions, but I can also in opposite to say, okay, maybe you had a bad experience moment. I know it, but I have years of experience” (I16)
Brand defence	“If something happens to the product or the label or the company, sometimes you do have well, you do not have, but sometimes you feel, you have to advocate for the label. That has already happened to me.” (I04)
Brand positivity	“(Clothe Brand X), it’s something that for me, I have a ton of buy and everything. It’s a good product. It’s something that is, you can’t deny that it’s definitely a good one.” (I10)
Brand positivity	“My recent experiences tell me that I, as a consumer, can trust, for instance, (Brand X). And well, if some people ask me, what do you say about (Brand X)? I have an excellent experience. I never had a bad experience.” (I15)
Positive virtual visual cue	“When sometimes it’s very funny indeed. And sometimes I put likes or laughter and sometimes, I share, I share some.” (I08)
Positive virtual visual cue	“If I like, I put, and I choose the icon that I must if it is a smile or it is like this, giving thumb or clapping.” (I13)

Older consumers’ online brand advocacy dimensions	Represented quotes
Brand knowledge	“You actually are promoting something, and that is because you, in fact, have experience of that or knowledge about that. And you were promoting it because that is what you believe in.” (I09)
Brand knowledge	“People know me for using (Jacket Brand X) for a long time now. That is my main image. So, I think that is the best publicity.” (I12)
Brand defence	“Defend the brand. I can give my testimony. I can give what were my experiences. (…) And if I only sense some things powered bad about this brand, I have to respect the other opinions, but I can also in opposite to say, okay, maybe you had a bad experience moment. I know it, but I have years of experience” (I16)
Brand defence	“If something happens to the product or the label or the company, sometimes you do have well, you do not have, but sometimes you feel, you have to advocate for the label. That has already happened to me.” (I04)
Brand positivity	“(Clothe Brand X), it’s something that for me, I have a ton of buy and everything. It’s a good product. It’s something that is, you can’t deny that it’s definitely a good one.” (I10)
Brand positivity	“My recent experiences tell me that I, as a consumer, can trust, for instance, (Brand X). And well, if some people ask me, what do you say about (Brand X)? I have an excellent experience. I never had a bad experience.” (I15)
Positive virtual visual cue	“When sometimes it’s very funny indeed. And sometimes I put likes or laughter and sometimes, I share, I share some.” (I08)
Positive virtual visual cue	“If I like, I put, and I choose the icon that I must if it is a smile or it is like this, giving thumb or clapping.” (I13)

Source(s): Authors’ own work