Table 2 Theories in brand advocacy... | Emerald Publishing

Table 2

Theories in brand advocacy research

Theory	Corresponding study
Attachment theory	Ahmadi and Ataei (2022), Shimul and Phau (2022), VanMeter et al. (2015), VanMeter et al. (2018) and Wang et al. (2024)
Attribution theory	Ahmad et al. (2023) and Yuan et al. (2024)
Self-congruity theory	Kumar and Kaushik (2017), Moliner et al. (2018), Rather et al. (2020), Shimul and Phau (2022) and Vashisht et al. (2021)
Self-determination theory	Bilro and Loureiro (2023), Halder et al. (2024), Jillapalli and Wilcox (2010), Malik (2021) and Malik and Pradhan (2025)
Social exchange theory	Ahmad et al. (2023a, 2023b), Aksoy and Yazici (2025), Badrinarayanan and Sierra (2018), Choi et al. (2021), Kim et al. (2023), Potdar et al. (2018), Quaye et al. (2022), Shimul et al. (2024), Trudeau and Shobeiri (2016), van Tonder and Petzer (2021), Wang et al. (2021), Wilk et al. (2019) and Wong (2023)
Social identity theory	Badrinarayanan and Laverie (2011), Bakirtas and Gulpinar Demirci (2022), Balaji et al. (2016), Becerra and Badrinarayanan (2013), Burnasheva et al. (2019), Confetto et al. (2023), De Cicco et al. (2025), Fatma and Khan (2025), Gammoh et al. (2021), Kim et al. (2023), Kumar and Kaushik (2017), Limbu et al. (2020), Lourenço et al. (2024), Mandl and Hogreve (2020), Moliner et al. (2018), Rather et al. (2020), Rather et al. (2022), Schepers and Nijssen (2018), Shoukat et al. (2025), Shimul and Phau (2022, 2023), Srinaruewan et al. (2015), Stokburger-Sauer et al. (2012), Swimberghe et al. (2018), Wang et al. (2021), Wilk et al. (2018) and Wilk et al. (2021)
Social influence theory	Confetto et al. (2023), Jayasimha et al. (2017) and Wilk et al. (2024)
Social presence theory	Kumar et al. (2025)
Stimulus-Organism-Response	Aljarah et al. (2024), Atsız et al. (2024), Chow and Ho (2025), Haddad et al. (2024); Kalam et al. (2025) and Kumar et al. (2025)
Triangular theory of love	Kang (2018), Thomas and Jain (2022), Wong (2023) and Wong and Hung (2023)

Theory	Corresponding study
Attachment theory	Ahmadi and Ataei (2022), Shimul and Phau (2022), VanMeter et al. (2015), VanMeter et al. (2018) and Wang et al. (2024)
Attribution theory	Ahmad et al. (2023) and Yuan et al. (2024)
Self-congruity theory	Kumar and Kaushik (2017), Moliner et al. (2018), Rather et al. (2020), Shimul and Phau (2022) and Vashisht et al. (2021)
Self-determination theory	Bilro and Loureiro (2023), Halder et al. (2024), Jillapalli and Wilcox (2010), Malik (2021) and Malik and Pradhan (2025)
Social exchange theory	Ahmad et al. (2023a, 2023b), Aksoy and Yazici (2025), Badrinarayanan and Sierra (2018), Choi et al. (2021), Kim et al. (2023), Potdar et al. (2018), Quaye et al. (2022), Shimul et al. (2024), Trudeau and Shobeiri (2016), van Tonder and Petzer (2021), Wang et al. (2021), Wilk et al. (2019) and Wong (2023)
Social identity theory	Badrinarayanan and Laverie (2011), Bakirtas and Gulpinar Demirci (2022), Balaji et al. (2016), Becerra and Badrinarayanan (2013), Burnasheva et al. (2019), Confetto et al. (2023), De Cicco et al. (2025), Fatma and Khan (2025), Gammoh et al. (2021), Kim et al. (2023), Kumar and Kaushik (2017), Limbu et al. (2020), Lourenço et al. (2024), Mandl and Hogreve (2020), Moliner et al. (2018), Rather et al. (2020), Rather et al. (2022), Schepers and Nijssen (2018), Shoukat et al. (2025), Shimul and Phau (2022, 2023), Srinaruewan et al. (2015), Stokburger-Sauer et al. (2012), Swimberghe et al. (2018), Wang et al. (2021), Wilk et al. (2018) and Wilk et al. (2021)
Social influence theory	Confetto et al. (2023), Jayasimha et al. (2017) and Wilk et al. (2024)
Social presence theory	Kumar et al. (2025)
Stimulus-Organism-Response	Aljarah et al. (2024), Atsız et al. (2024), Chow and Ho (2025), Haddad et al. (2024); Kalam et al. (2025) and Kumar et al. (2025)
Triangular theory of love	Kang (2018), Thomas and Jain (2022), Wong (2023) and Wong and Hung (2023)

Source(s): Authors’ own work