A Meta-Analytic Structural Equation Modelling (MASEM) Approach Toward Scrutinizing the Influence of Brand Equity Antecedents on Brand Advocacy
Date
2024Metadata
Show full item recordAbstract
Brand equity antecedents are essential in the creation and development of brand advocacy strategies and implementation tactics that transform conventional customers into active brand advocates. Yet, the association incorporating these two concepts is less studied. This research aims to bridge such a gap by combining these two approaches to explore the most influential antecedents of brand equity for incentivizing brand advocacy within technological platforms. The proposed model was assessed using Meta-Analytic Structural Equation Modeling (MASEM). The study featured 68 empirical studies with 183 correlations derived from 15 hypothetical relationships and a combined sample of 24,585 respondents. The findings authenticate the significance of all the relationships among BE antecedents proposed in this study. Moreover, the findings reveal that brand awareness can be linked with brand advocacy via the intervention and mediating role of brand image. Additionally, the outcomes of the study highlight that brand image has a greater overall influence than brand loyalty on brand advocacy.
Collections
- Management & Marketing [753 items ]
Related items
Showing items related by title, author, creator and subject.
-
SME ENGAGEMENT IN ONLINE BRAND COMMUNITIES: ROLE OF SOCIAL CAPITAL AND INFORMATION IN ENHANCING BRAND INNOVATION AND SUSTAINABLE COMPETTIVE ADVANTAGE
(2023 , Master Thesis)Through this study, the primary aim is to investigate the entrepreneurial setting in Qatar, with a focus on examining the role of social media in enhancing entrepreneurs' information and social capital, and how this affects ... -
The Impact of Services Brand Personality on Consumer Brand Relationship Quality
( Routledge , 2016 , Article)This article investigates service brand personality's role as a driver of brand relationship quality. A research model links brand personality to four indicators of relationship quality: brand credibility, self-congruity, ... -
AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMERS PURCHASE INTENTION: EXAMINING THE ROLE OF BRAND EQUITY, RELATIONSHIP EQUITY, AND BRAND TRUST IN S-COMMERCE
(2022 , Master Thesis)This research addresses the great need to explore the different impacts of social media marketing activities on consumers' purchase intention in s-commerce in Qatar, which is less represented in the literature. Accordingly, ...
