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Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence
Journal of Research in Interactive Marketing ( IF 9.6 ) Pub Date : 2020-06-01 , DOI: 10.1108/jrim-12-2018-0165
Ragini Bhati , Harsh V. Verma

The 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.,The 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.,The 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.,The 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.

中文翻译:

客户品牌拥护的前提:对实证证据的荟萃分析

本文的目的是在综合CBA文献的基础上找出客户品牌拥护(CBA)的前提。对包含CBA作为测量变量的CBA经验研究的结果进行了总结。比较了前人与CBA的联系强度。利用荟萃分析技术(Hedges和Olkin,1985)对文献进行了综合。总共分析了1988年至2019年之间发布的包含66个数据集的63篇实证研究论文。对于每个前因– CBA关系,所计算的统计数据包括对可靠性调整后的相关系数(ρ)的点估计,所计算的效应量的95%置信区间,Cochran的Q统计量和故障保险-N。评估了研究环境作为可能的主持人的影响。,CBA的主要前提,在研究中确定的因素分为个人因素(意见领导),关系因素(品牌信任,客户满意度,品牌识别,基于客户的品牌资产,情感承诺和规范承诺)和社会因素(规范影响)。跨研究发现,在配对关系方面存在显着的异质性,这表明存在理论和/或方法上的调节剂。新生的CBA文献报道了不同的​​发现。这会造成混乱。这项综合研究有助于了解CBA的概念。这是唯一对CBA文献使用荟萃分析技术的研究。基于客户的品牌资产,情感承诺和规范承诺)和社会因素(规范影响力)。跨研究发现配对关系之间存在显着异质性,这表明存在理论和/或方法上的调节剂。新生的CBA文献报道了不同的​​发现。这会造成混乱。这项综合研究有助于了解CBA的概念。这是唯一对CBA文献使用荟萃分析技术的研究。基于客户的品牌资产,情感承诺和规范承诺)和社会因素(规范影响力)。跨研究发现配对关系之间存在显着异质性,这表明存在理论和/或方法上的调节剂。新生的CBA文献报道了不同的​​发现。这会造成混乱。这项综合研究有助于了解CBA的概念。这是唯一对CBA文献使用荟萃分析技术的研究。这会造成混乱。这项综合研究有助于了解CBA的概念。这是唯一对CBA文献使用荟萃分析技术的研究。这会造成混乱。这项综合研究有助于了解CBA的概念。这是唯一对CBA文献使用荟萃分析技术的研究。
更新日期:2020-06-01
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