Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Designing a Conceptual Framework for Brand Advocacy Formation: Emphasizing the Role of Brand Attachment and Brand Love

Authors
Kobra Bakhshi Zadeh Borj 1
Roghayeh salehian fard 2
Faezeh shokri 3
1 Associate Prof., Business Management, Faculty of Management, Allameh Tabatabai University, Tehran, Iran.
2 MSc. Faculty of Management, Maulana Institute of Higher Education, Abik, Iran
3 3. MSc, Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran
10.22034/asm.2024.715741
Abstract
Purpose: Brand advocacy has emerged as a significant concept in branding, particularly with the rise of social media, which facilitates brand promotion through word-of-mouth. This study aims to deepen the understanding of brand advocacy by exploring the roles of brand attachment and brand love. It introduces a conceptual framework for brand advocacy and employs a descriptive-survey methodology, using a cross-sectional design.

Method: The study targets all customers of the Novin Leather brand, treating the population as effectively unlimited due to the lack of precise size information. A sample of 384 customers was determined using Cochran's formula and selected via simple random sampling. Data were collected through a questionnaire based on standard sources, distributed electronically via social media platforms and websites. The questionnaire, which includes 5 dimensions and 25 items, was validated using content and construct methods and its reliability was assessed with Cronbach's alpha and composite reliability.

Findings: The analysis confirmed the questionnaire’s strong validity and reliability. Data analysis, conducted with inferential statistics and structural equation modeling using the partial least squares (PLS) approach with SmartPLS 3 software, revealed significant relationships. Brand-consumer self-congruity positively affects brand love, attachment, and loyalty. Brand love significantly influences brand attachment and loyalty. Brand attachment impacts brand loyalty and advocacy, with brand loyalty also significantly affecting brand advocacy.

Conclusion: The conceptual model and variables proposed in this study offer valuable insights and serve as a basis for future research in branding, especially in the domain of brand advocacy.
Keywords
Brand self-congruity
Brand attachment
Brand love
Brand advocacy
Brand loyalty

Subjects

پورسعید، محمدمهدی، پودات، محمدعلی، ده یادگاری، سعید. (1401). بررسی عوامل مؤثر بر هواداری برند لوکس در صنعت پوشاک. فصلنامه علمی پژوهشی مدیریت برند، 9(3)، 179-220.
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