Table 3 Future research questions for...

Table 3

Future research questions for brand advocacy literature

Research direction	Research questions
Advancing theoretical underpinnings	RQ1. How does social adaptation theory explain consumer advocacy adjustments during brand transformations?
	RQ2. How does self-presentation theory influence strategic brand promotion decisions?
	RQ3. How do integrated stakeholder engagement strategies sustain brand advocacy through stakeholder theory?
Examining unexplored and unorthodox contexts	RQ4. How does brand advocacy vary across luxury brand life cycle stages (established vs emerging)?
	RQ5. What are the psychological effects of AI-driven personalisation on brand advocacy across cultures?
	RQ6. How do CSR dimensions (social, economic and environmental) differentially influence advocacy based on consumer motivations?
Investigating novel antecedents	RQ7. How do the temporal dynamics of customer–brand relationships influence advocacy sustainability?
	RQ8. What mechanisms drive brand influencer effectiveness in advocacy programmes?
	RQ9. How does brand bravery in addressing misconduct affect consumer advocacy versus boycotting behaviours?
Exploring new outcomes	RQ10. How does positive brand advocacy transform into anti-brand communication on social media?
	RQ11. What triggers brand advocate dissonance and subsequent negative word-of-mouth?
	RQ12. How does brand advocacy influence corporate prioritisation of authenticity and quality?
Testing additional mediators	RQ13. How does self-brand identification mediate the brand preference–advocacy relationship?
	RQ14. What is the mediating role of memorable brand experiences in advocacy outcomes?
	RQ15. How do customer motivations mediate the relationship between citizenship behaviours and CSR initiatives?
Testing new moderators	RQ16. How do intrinsic versus extrinsic motivations moderate brand advocacy outcomes?
	RQ17. What are the moderating effects of consumer ethnocentrism on brand commitment–advocacy relationships?
	RQ18. How do cultural and generational differences moderate CSR-driven advocacy behaviours?
Methodological advancement	RQ19. Do existing WOM-adapted scales accurately capture the brand advocacy construct?
	RQ20. How can neuromarketing methods illuminate subconscious drivers of brand advocacy?
	RQ21. What advantages emerge from integrating qualitative and neural techniques in advocacy research?

Research direction	Research questions
Advancing theoretical underpinnings	RQ1. How does social adaptation theory explain consumer advocacy adjustments during brand transformations?
	RQ2. How does self-presentation theory influence strategic brand promotion decisions?
	RQ3. How do integrated stakeholder engagement strategies sustain brand advocacy through stakeholder theory?
Examining unexplored and unorthodox contexts	RQ4. How does brand advocacy vary across luxury brand life cycle stages (established vs emerging)?
	RQ5. What are the psychological effects of AI-driven personalisation on brand advocacy across cultures?
	RQ6. How do CSR dimensions (social, economic and environmental) differentially influence advocacy based on consumer motivations?
Investigating novel antecedents	RQ7. How do the temporal dynamics of customer–brand relationships influence advocacy sustainability?
	RQ8. What mechanisms drive brand influencer effectiveness in advocacy programmes?
	RQ9. How does brand bravery in addressing misconduct affect consumer advocacy versus boycotting behaviours?
Exploring new outcomes	RQ10. How does positive brand advocacy transform into anti-brand communication on social media?
	RQ11. What triggers brand advocate dissonance and subsequent negative word-of-mouth?
	RQ12. How does brand advocacy influence corporate prioritisation of authenticity and quality?
Testing additional mediators	RQ13. How does self-brand identification mediate the brand preference–advocacy relationship?
	RQ14. What is the mediating role of memorable brand experiences in advocacy outcomes?
	RQ15. How do customer motivations mediate the relationship between citizenship behaviours and CSR initiatives?
Testing new moderators	RQ16. How do intrinsic versus extrinsic motivations moderate brand advocacy outcomes?
	RQ17. What are the moderating effects of consumer ethnocentrism on brand commitment–advocacy relationships?
	RQ18. How do cultural and generational differences moderate CSR-driven advocacy behaviours?
Methodological advancement	RQ19. Do existing WOM-adapted scales accurately capture the brand advocacy construct?
	RQ20. How can neuromarketing methods illuminate subconscious drivers of brand advocacy?
	RQ21. What advantages emerge from integrating qualitative and neural techniques in advocacy research?

Source(s): Authors’ own work

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