The Relationship between Corporate Social Responsibility on Social Media and Brand Advocacy Behavior of Customers in the Banking Context [PDF]
Behavioral Sciences, 2022 This research study aims to investigate the relationship between corporate social responsibility (CSR)-related communication on social media and brand advocacy behavior of retail banking customers in a developing country.
Shijiao Huang +6 more
doaj +2 more sources
Trust as an Omnichannel-to-Advocacy Transmission Mechanism in Mandatory Health care Services: Empirical Evidence from Indonesia [version 3; peer review: 1 approved, 2 approved with reservations] [PDF]
F1000ResearchBackground In Indonesia, omnichannel integration in healthcare is intensifying, yet the psychological mechanisms that convert omnichannel integration into patient advocacy remain insufficiently understood, particularly in mandatory healthcare settings ...
Erwin Suryanegara +3 more
doaj +2 more sources
Online brand advocacy and brand loyalty: a reciprocal relationship?
Asia Pacific Journal of Marketing and Logistics, 2021 PurposeThe purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens.Design/methodology/approachAn online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation ...
Dr Violetta Wilk +2 more
exaly +4 more sources
Brand advocacy in the frontline: how does it affect customer satisfaction? [PDF]
Journal of Service Management, 2018 Purpose Many organizations expect their service engineers, or frontline employees (FLEs), to behave as brand advocates by engaging in favorable communication about the brand and its offerings toward customers. However, this approach is not without risk as customers may be disappointed or even frustrated with brand advocacy behavior in many service ...
Edwin Nijssen, Jeroen Schepers
exaly +3 more sources
The Role of Brand Love in Mediating the Influence of Brand Image on Brand Advocacy
MabsyaIncreasingly fierce retail competition demands businesses to build long-term relationships with consumers. Brand advocacy is a strategic behavior because it generates credible promotions based on consumer experiences. However, previous research findings
Fahmi Afif Fakhrudin Rahmad +1 more
doaj +2 more sources
Sustainable Business and Society in Emerging EconomiesPurpose: The goal of this current study is to evaluate how brand competency, directly and indirectly, affects brand loyalty and brand advocacy through brand love.
Faheem Ahmad Khan +3 more
doaj +2 more sources
From image to trust: Cross-national pathways to brand evangelism in hospitality sector. [PDF]
PLoS ONEThis study investigates how frontline employee attributes foster customer brand evangelism in ASEAN hospitality, addressing whether symbolic brand image or relational trust better explains advocacy and under what conditions these mechanisms vary across ...
Ngo Cao Nghia +2 more
doaj +2 more sources
Examining the Impact of Corporate Social Advocacy on Customer Citizenship Behavior Among University Students: The Mediating Roles of Brand Attachment and Electronic Word-of-Mouth [PDF]
Behavioral SciencesIn this study, we examine the impact of corporate social advocacy campaigns on customer behavior, a subject which has garnered increasing interest yet remains in need of empirical evidence.
Linart Janbout +2 more
doaj +2 more sources
The Impact of Talent Management on Brand Advocacy: The Mediating Role of Internal Branding
TržištePurpose – This study examines the impact of internal branding and talent management practices on employees’ brand advocacy, as well as the mediating role of internal branding. Design/Methodology/Approach – A judgmental sampling method was employed, with
Mehmet Sağlam, Nihan Yavuz Aksakal
doaj +3 more sources
Effects of financial consumer protection on brand love and brand advocacy
Journal of Financial Services MarketingAbstract Financial consumer protection has emerged as a critical global trend. This study examines how financial consumer protection affects brand advocacy in the context of retail banks in Hong Kong. Structural equation modelling was used to analyse a sample of 300 responses to an online survey. The results showed that fairness, transparency,
Matthew Yau Choi Chow +1 more
exaly +2 more sources