Effect of consumer brand involvement on brand advocacy: a moderated mediation model
(2024)
Journal Article
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
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 indicate... Read More about Effect of consumer brand involvement on brand advocacy: a moderated mediation model.