Table 1 Brand advocacy dimensions, their... | Emerald Publishing

Table 1

Brand advocacy dimensions, their descriptor and items as specifying prompts

Dimension	Descriptor	Items
Brand Positivity	Positive and favourable communication about a brand, endorsement of a brand	Say positive things about the brand Mention I am happy with its performance Talk about the brand favourably Say the brand is great Express my fondness for the brand
Brand Defence	Proactive and reactive defence of a brand, standing up for a brand’s best interests, providing backing for a brand, preserving a brand’s good name and good will	Defend the brand when others talk it down Stand up for the brand when others talk negatively about it Talk up the brand when others talk negatively about it Defend the brand if I hear someone speaking poorly about it Try to convince others to buy the brand Talk about the good points of this brand
Virtual Positive Expression	Virtual visual manifestation in support of a brand, visual online expression and indication of feelings in favour of a brand	Use emoticons or emojis, such as smileys or winks Use smileys Use visual symbols (e.g. emoticon, emoji, exclamation or capital lettering)
Brand Zest	Expressing conviction and enthusiasm for a brand, exceptional feeling for a brand based on brand experiences and the sharing of brand stories	Express how excited I am to support the brand Try to convince others to buy the brand Feel a need to express my fondness for the brand
Brand Knowledge	Providing shrewd and relevant information about a brand, online astuteness about a brand’s intricate details	Provide details about upcoming promotions and available discounts for the brand Provide extra details about the brand (e.g. price, store locations, availability of discounts or a link to a website) Share information about available or upcoming promotions (discounts) for the brand Provide lengthy explanations as to why the brand is better than other brands
Brand Appraisal	Providing honest brand comparisons and outlining distinct brand details, being honest and transparent about a brand’s shortcomings	Provide lengthy explanations as to why this brand is better than other brands Discuss its good and not so good points Provide a lot of information about the brand

Dimension	Descriptor	Items
Brand Positivity	Positive and favourable communication about a brand, endorsement of a brand	Say positive things about the brand Mention I am happy with its performance Talk about the brand favourably Say the brand is great Express my fondness for the brand
Brand Defence	Proactive and reactive defence of a brand, standing up for a brand’s best interests, providing backing for a brand, preserving a brand’s good name and good will	Defend the brand when others talk it down Stand up for the brand when others talk negatively about it Talk up the brand when others talk negatively about it Defend the brand if I hear someone speaking poorly about it Try to convince others to buy the brand Talk about the good points of this brand
Virtual Positive Expression	Virtual visual manifestation in support of a brand, visual online expression and indication of feelings in favour of a brand	Use emoticons or emojis, such as smileys or winks Use smileys Use visual symbols (e.g. emoticon, emoji, exclamation or capital lettering)
Brand Zest	Expressing conviction and enthusiasm for a brand, exceptional feeling for a brand based on brand experiences and the sharing of brand stories	Express how excited I am to support the brand Try to convince others to buy the brand Feel a need to express my fondness for the brand
Brand Knowledge	Providing shrewd and relevant information about a brand, online astuteness about a brand’s intricate details	Provide details about upcoming promotions and available discounts for the brand Provide extra details about the brand (e.g. price, store locations, availability of discounts or a link to a website) Share information about available or upcoming promotions (discounts) for the brand Provide lengthy explanations as to why the brand is better than other brands
Brand Appraisal	Providing honest brand comparisons and outlining distinct brand details, being honest and transparent about a brand’s shortcomings	Provide lengthy explanations as to why this brand is better than other brands Discuss its good and not so good points Provide a lot of information about the brand

Source(s): Authors’ own work