Effect of consumer brand involvement on brand advocacy: a moderated mediation model

Cheung, Millissa Fung Yi; To, Wai Ming

Abstract

This study explored the mechanisms and contexts through which consumer brand involvement can influence brand advocacy. A moderated mediation model was empirically tested with a random sample of 387 Chinese consumers in Hong Kong. The results indicated that consumer brand involvement exerts a direct impact on brand advocacy and an indirect influence through a positive interaction between relation motivational orientation and affective brand commitment, and task motivational orientation and normative brand commitment. The findings contribute to the brand advocacy and customer brand engagement literature. This study also makes a theoretical contribution to the involvement – commitment model. Practical implications of the findings are discussed.

Citation

Cheung, M. F. Y., & To, W. M. (online). Effect of consumer brand involvement on brand advocacy: a moderated mediation model. Journal of Marketing Theory and Practice, https://doi.org/10.1080/10696679.2024.2427207

• Journal Article Type: Article
• Acceptance Date: Oct 20, 2024
• Online Publication Date: Nov 12, 2024
• Deposit Date: Nov 12, 2024
• Publicly Available Date: Nov 12, 2024
• Print ISSN: 1069-6679
• Electronic ISSN: 1944-7175
• Publisher: Taylor and Francis
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1080/10696679.2024.2427207