The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model
Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A total of 324 valid and useable responses collected from an Australian consumer...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/96365 |
| _version_ | 1848766143252135936 |
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| author | Shimul, Anwar Sadat Phau, Ian |
| author_facet | Shimul, Anwar Sadat Phau, Ian |
| author_sort | Shimul, Anwar Sadat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model. Findings: The findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy. Practical implications: The findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship. Originality/value: This research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy. |
| first_indexed | 2025-11-14T11:46:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-96365 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:46:27Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-963652025-01-09T03:45:26Z The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model Shimul, Anwar Sadat Phau, Ian Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model. Design/methodology/approach: A total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model. Findings: The findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy. Practical implications: The findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship. Originality/value: This research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy. 2023 Journal Article http://hdl.handle.net/20.500.11937/96365 10.1108/MIP-10-2022-0443 fulltext |
| spellingShingle | Shimul, Anwar Sadat Phau, Ian The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title | The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title_full | The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title_fullStr | The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title_full_unstemmed | The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title_short | The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| title_sort | role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model |
| url | http://hdl.handle.net/20.500.11937/96365 |