Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

Journal of Research in Interactive Marketing - Tập 14 Số 2 - Trang 153-172 - 2020
Ragini Bhati1, Harsh V. Verma1
1Faculty of Management Studies, University of Delhi, New Delhi, India

Tóm tắt

PurposeThe purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the empirical CBA studies containing CBA as a measured variable is carried out. The antecedents’ strengths of association with CBA are compared.Design/methodology/approachThe literature is synthesised using the technique of meta-analysis (Hedges and Olkin, 1985). A total of 63 empirical research papers containing 66 data sets, published between 1988 and 2019, are analysed. For each antecedent – CBA relationship, the statistics calculated include point estimate of the reliability adjusted correlation coefficient (ρ), 95% confidence interval of the computed effect size, Cochran’s Q statistic and fail safe-N. The effect of study context as a possible moderator is assessed.FindingsThe major antecedents of CBA, identified in the study, are categorised into personal factor (opinion leadership), relational factors (brand trust, customer satisfaction, brand identification, customer-based brand equity, affective commitment and normative commitment) and social factor (normative influence). Significant heterogeneity was found across studies for the paired relationships, pointing towards the presence of theoretical and/or methodological moderators.Originality/valueThe nascent CBA literature reports mixed findings. This creates confusion. This synthesis study contributes to the present body of knowledge of the concept of CBA. It is the only study that uses the technique of meta-analysis to the CBA literature.

Từ khóa


Tài liệu tham khảo

1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name

1990, The measurement and antecedents of affective, continuance and normative commitment to the organization, Journal of Occupational Psychology, 63, 1, 10.1111/j.2044-8325.1990.tb00506.x

1973, Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance, Journal of Marketing Research, 10, 38, 10.1177/002224377301000106

1998, Customer satisfaction and word of mouth, Journal of Service Research, 1, 5, 10.1177/109467059800100102

1993, The antecedents and consequences of customer satisfaction for firms, Marketing Science, 12, 125, 10.1287/mksc.12.2.125

2011, Brand advocacy and sales effort by retail salespeople: antecedents and influence of identification with manufacturers’ brands, Journal of Personal Selling & Sales Management, 31, 123, 10.2753/PSS0885-3134310202

2006, Antecedents and purchase consequences of customer participation in small group brand communities, International Journal of Research in Marketing, 23, 45, 10.1016/j.ijresmar.2006.01.005

1989, Measurement of consumer susceptibility to interpersonal influence, Journal of Consumer Research, 15, 473, 10.1086/209186

1997, Customers’ motivations for maintaining relationships with service providers, Journal of Retailing, 73, 15, 10.1016/S0022-4359(97)90013-0

2018, The role of website stimuli of experience on engagement and brand advocacy, Journal of Hospitality and Tourism Technology, 9, 204, 10.1108/JHTT-12-2017-0136

1990, Evaluating service encounters: the effects of physical surroundings and employee responses, Journal of Marketing, 54, 69, 10.1177/002224299005400206

1987, Social ties and word-of-mouth referral behavior, Journal of Consumer Research, 14, 350, 10.1086/209118

1993, Antecedents and consequences of salesperson job satisfaction: meta-analysis and assessment of causal effects, Journal of Marketing Research, 30, 63, 10.1177/002224379303000106

2007, Word of mouth communication within online communities: conceptualizing the online social network, Journal of Interactive Marketing, 21, 2, 10.1002/dir.20082

2005, Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context, Journal of the Academy of Marketing Science, 33, 123, 10.1177/0092070304268417

1974, Building organizational commitment: the socialization of managers in work organizations, Administrative Science Quarterly, 19, 533, 10.2307/2391809

1998, Word of mouth: understanding and managing referral marketing, Journal of Strategic Marketing, 6, 241, 10.1080/096525498346658

2014, Brand advocates – an apple phenomenon? An exploratory study on brand advocacy amongst apple consumers, Journal of Corporate Ownership and Control, 11, 535, 10.22495/cocv11i2c6p1

2009, Consumer-brand relationships in sport: brand personality and identification, International Journal of Retail and Distribution Management, 37, 370, 10.1108/09590550910948592

2002, Service loyalty: the effects of service quality and the mediating role of customer satisfaction, European Journal of Marketing, 36, 811, 10.1108/03090560210430818

1990, Characteristics of the opinion leader: a new dimension, Journal of Advertising, 19, 53, 10.1080/00913367.1990.10673192

2011, Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites, International Journal of Advertising, 30, 47, 10.2501/IJA-30-1-047-075

2015, Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on twitter, Electronic Commerce Research and Applications, 14, 251, 10.1016/j.elerap.2015.04.002

1982, An investigation into the determinants of customer satisfaction, Journal of Marketing Research, 19, 491, 10.1177/002224378201900410

1992, Antecedents of organizational commitment across occupational groups: a meta-analysis, Journal of Organizational Behavior, 13, 539, 10.1002/job.4030130602

1977, Statistical Power for the Behavioural Sciences (Rev. ed.). New York, NY

2008, Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators, Journal of the Academy of Marketing Science, 36, 578, 10.1007/s11747-008-0121-1

2015, Consumer brand enmeshment: typography and complexity modeling of consumer brand engagement and brand loyalty enactments, Journal of Business Research, 68, 1953, 10.1016/j.jbusres.2015.01.005

1966, How word-of-mouth advertising works, Harvard Business Review, 44, 147

1994, Customer loyalty: toward an integrated conceptual framework, Journal of the Academy of Marketing Science, 22, 99, 10.1177/0092070394222001

2001, Customer tenure, recommendation and switching, Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 14, 46

2010, Branding in the digital age, Harvard Business Review, 88, 62

2012, The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions, Procedia – Social and Behavioral Sciences, 58, 1395, 10.1016/j.sbspro.2012.09.1124

1996, Opinion leaders and opinion seekers: two new measurement scales, Journal of the Academy of Marketing Science, 24, 137, 10.1177/0092070396242004

2012, Brand Advocates: turning Enthusiastic Customers into a Powerful Marketing Force

2003, When does commitment lead to loyalty?, Journal of Service Research, 5, 333, 10.1177/1094670503005004005

2005, The impact of brand commitment on loyalty to retail service brands, Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de L'administration, 22, 97, 10.1111/j.1936-4490.2005.tb00712.x

2011, Creating advocates: the roles of satisfaction, trust and commitment, Journal of Retailing and Consumer Services, 18, 92, 10.1016/j.jretconser.2010.10.003

1998, Generalizations about trust in marketing channel relationships using meta-analysis, International Journal of Research in Marketing, 15, 223, 10.1016/S0167-8116(98)00002-0

2002, Two sides to attitudinal commitment: the effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels, Journal of the Academy of Marketing Science, 30, 24, 10.1177/03079450094306

1999, The loyalty ripple effect appreciating the full value of customers, International Journal of Service Industry Management, 10, 271, 10.1108/09564239910276872

2000, The role of the social-identity function of attitudes in consumer innovativeness and opinion leadership, Journal of Economic Psychology, 21, 233, 10.1016/S0167-4870(00)00003-9

2001, The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents, Journal of Service Research, 4, 60, 10.1177/109467050141006

1985, Statistical Methods for Meta-Analysis

2010, Viral marketing: motivations to forward online content, Journal of Business Research, 63, 1000

1990, Methods of Meta-Analysis: Correcting Error and Bias in Research Findings

2016, I complain for your good? Re-examining consumer advocacy, Journal of Strategic Marketing, 24, 360, 10.1080/0965254X.2015.1011204

2017, Consumer advocacy: examining the feeling and doing following a failed service encounter, Journal of Retailing and Consumer Services, 34, 201, 10.1016/j.jretconser.2016.09.016

2010, Professor brand advocacy: do brand relationships matter?, Journal of Marketing Education, 32, 328, 10.1177/0273475310380880

1968, Commitment and social organization: a study of commitment mechanisms in utopian communities, American Sociological Review, 33, 499, 10.2307/2092438

1957, The two-step flow of communication: an up-to-date report on an hypothesis, Public Opinion Quarterly, 21, 61, 10.1086/266687

1955, Personal Influence: The Part Played by People in the Flow of Mass Communications

1993, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57, 1, 10.1177/002224299305700101

2012, Word-of-mouth advocacy:a new key to advertising effectiveness, Journal of Advertising Research, 52, 459, 10.2501/JAR-52-4-459-464

2012, Place branding:creating self-brand connections and brand advocacy, Journal of Product and Brand Management, 21, 508, 10.1108/10610421211276259

2014, Brand followers’ retweeting behavior on twitter: how brand relationships influence brand electronic word-of-mouth, Computers in Human Behavior, 37, 18, 10.1016/j.chb.2014.04.020

1970, Overlap of opinion leadership across consumer product categories, Journal of Marketing Research, 7, 43, 10.1177/002224377000700104

2017, Consumers’ social media advocacy behaviors regarding luxury brands: an explanatory framework, Journal of Interactive Advertising, 17, 13, 10.1080/15252019.2017.1315321

Kwong, S.C.M. (2015), “Brand advocacy and repurchase intention of Malaysian automotive owners using SEM approach”, Paper Presented at the AeU International Research Conference, pp. 1-12.

2006, Customer advocacy and brand development, Journal of Product and Brand Management, 15, 121, 10.1108/10610420610658956

2007, Trust, satisfaction and commitment-on loyalty to international retail service brands, Asia Pacific Management Review, 12, 161

2010, A resource-based perspective on information technology and firm performance: a meta-analysis, Industrial Management and Data Systems, 110, 1138, 10.1108/02635571011077807

2001, Practical Meta-Analysis

2011, The customer advocate and the customer saboteur: linking social word-of-mouth, Brand Impression, and Stakeholder Behavior

2007, Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study, European Journal of Marketing, 41, 1475, 10.1108/03090560710821260

2000, Self-service technologies: understanding customer satisfaction with technology-based service encounters, Journal of Marketing, 64, 50, 10.1509/jmkg.64.3.50.18024

Mitchell, E.S. (2013), “New study: brand advocacy is key to amplification of marketing campaigns and building a ‘passion brand’”, available at: www.adweek.com/digital/new-study-brand-advocacy-is-key-to-amplification-of-marketing-campaigns-and-building-a-passion-brand/ (assessed 15 June 2018).

1994, The commitment-trust theory of relationship marketing, Journal of Marketing, 58, 20, 10.1177/002224299405800302

1978, Consumer socialization:a theoretical and empirical analysis, Journal of Marketing Research, 15, 599, 10.1177/002224377801500409

1977, Effect of expectation and disconfirmation on postexposure product evaluations: an alternative interpretation, Journal of Applied Psychology, 62, 480, 10.1037/0021-9010.62.4.480

1980, A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17, 460, 10.1177/002224378001700405

1989, Equity and disconfirmation perceptions as influences on merchant and product satisfaction, Journal of Consumer Research, 16, 372, 10.1086/209223

2013, The influence of brand trust and brand identification on brand evangelism, Journal of Product and Brand Management, 22, 371, 10.1108/JPBM-09-2013-0394

2006, Factors influencing the effectiveness of relationship marketing: a meta-analysis, Journal of Marketing, 70, 136, 10.1509/jmkg.70.4.136

2006, Determinants of retail patronage: a meta-analytical perspective, Journal of Retailing, 82, 229, 10.1016/j.jretai.2005.11.008

2015, Online behaviour of luxury fashion brand advocates, Journal of Fashion Marketing and Management: An International Journal, 19, 360, 10.1108/JFMM-09-2014-0069

2005, On the use of beta coefficients in meta-analysis, Journal of Applied Psychology, 90, 175, 10.1037/0021-9010.90.1.175

2004, Building community social capital: the potential and promise of information and communications technologies, The Journal of Community Informatics, 1, 58

1995, Understanding brand equity for successful brand extension, Journal of Consumer Marketing, 12, 51, 10.1108/07363769510095306

1999, Relationship marketing in the nonprofit arts industry: shaping loyalty and advocacy, Third Millenium Proceedings, ANZMAC, 1

2008, How relationship age moderates loyalty formation: the increasing effect of relational equity on customer loyalty, Journal of Service Research, 11, 142, 10.1177/1094670508324678

2013, For better or for worse? Adverse effects of relationship age and continuance commitment on positive and negative word of mouth, European Journal of Marketing, 47, 1598, 10.1108/EJM-06-2011-0295

2003, The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting, International Journal of Service Industry Management, 14, 374, 10.1108/09564230310489231

1995, Up the Loyalty Ladder: Turning Sometime Customers into Full-Time Advocates of Your Business

2006, The microeconomics of customer relationships, MIT Sloan Management Review, 47, 73

1989, Zero defections: quality comes to services, Harvard Business Review, 68, 105

1983, Negative word-of-mouth by dissatisfied consumers: a pilot study, Journal of Marketing, 47, 68, 10.1177/002224298304700107

1988, The Role of Evolvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit

1979, The file drawer problem and tolerance for null results, Psychological Bulletin, 86, 638, 10.1037/0033-2909.86.3.638

2015, Modeling customer advocacy: a PLS path modeling approach, Journal of Strategic Marketing, 23, 380, 10.1080/0965254X.2014.944557

2014, Consumer advocacy’s impact on satisfaction and loyalty, Journal of Services Research, 14, 161

2010, Brand community: drivers and outcomes, Psychology and Marketing, 27, 347, 10.1002/mar.20335

2006, Online word-of-mouth (or mouse): an exploration of its antecedents and consequences, Journal of Computer-Mediated Communication, 11, 1104, 10.1111/j.1083-6101.2006.00310.x

1988, Models of consumer satisfaction formation: an extension, Journal of Marketing Research, 25, 204, 10.1177/002224378802500209

2013, Developing affective brand commitment through social media, Journal of Electronic Commerce Research, 14, 201

2004, The emerging era of customer advocacy, MIT Sloan Management Review, 45, 77

2005, Customer advocacy: a new era in marketing?, Journal of Public Policy and Marketing, 24, 155, 10.1509/jppm.24.1.155.63887

2007, The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition, Journal of the Academy of Marketing Science, 35, 233, 10.1007/s11747-007-0037-1

2012, Facebook ‘friendship’ and brand advocacy, Journal of Brand Management, 20, 128, 10.1057/bm.2012.45

2010, The effect of retailer communication on customer advocacy: the moderating role of trust, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 23, 95

1981, Developing Better Measures of Consumer Satisfaction: some Preliminary Results

2004, Nurturing brand advocates, Brand Strategy, 36

2019, The impact of corporate social responsibility on consumer brand advocacy: the role of moral emotions, attitudes, and individual differences, Journal of Business Research, 95, 514, 10.1016/j.jbusres.2018.07.043

2013, Exploring the antecedents and consequences of customer advocacy orientation, The Business and Management Review, 3, 33

1996, The behavioral consequences of service quality, Journal of Marketing, 60, 31, 10.1177/002224299606000203

2018, Meta-analysis: integrating accumulated knowledge, Journal of the Academy of Marketing Science, 46, 9, 10.1007/s11747-017-0570-5

Thông tin
Thông tin xuất bản

Journal of Research in Interactive Marketing

Tập 14 Số 2

153-172

Thông tin tác giả