Purpose

The 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/approach

An online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation modelling approach.

Findings

Brand loyalty and consumer-brand identification were found to be predictors of OBA, while OBA impacted on purchase intent. In addition, a strong reciprocal relationship was found between OBA and brand loyalty, which has not been reported in prior studies.

Research limitations/implications

This study highlighted OBA's complexity. It suggested OBA is not only an outcome of a consumer-brand relationship but also that OBA plays a key role in the development of such relationships. A consumer's identification with a brand fosters brand loyalty and purchase intent through the giving of OBA.

Practical implications

The more consumers vocalise their brand relationships through OBA, the more they strengthen their relationship with brands. The inclusion of OBA management in brand and marketing strategies should enable organisations to foster opportunities for online consumer-brand interactions that strengthen consumer-brand relationships.

Originality/value

First, unlike previous studies that have used makeshift scales to measure OBA, the authors used a recently developed OBA scale. Second, the important reciprocal relationship between OBA and brand loyalty, which has significant implications, has not been reported in prior research.

中文翻译：

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在线品牌宣传和品牌忠诚度：互惠关系？

目的

本研究的目的是通过社会认同理论的视角，增加对在线品牌宣传 (OBA) 和品牌忠诚度关系的理解。

设计/方法/方法

使用在线调查获取所需数据，并使用偏最小二乘结构方程建模方法检查感兴趣的关系。

发现

发现品牌忠诚度和消费者品牌识别是 OBA 的预测因素，而 OBA 影响购买意图。此外，在 OBA 和品牌忠诚度之间发现了很强的相互关系，这在之前的研究中没有报道过。

研究限制/影响

这项研究强调了 OBA 的复杂性。它表明 OBA 不仅是消费者-品牌关系的结果，而且 OBA 在这种关系的发展中起着关键作用。消费者对品牌的认同通过提供 OBA 来培养品牌忠诚度和购买意愿。

实际影响

消费者通过 OBA 表达他们的品牌关系的次数越多，他们就越能加强与品牌的关系。将 OBA 管理纳入品牌和营销策略应该使组织能够为在线消费者品牌互动创造机会，从而加强消费者品牌关系。

原创性/价值

首先，与之前使用临时量表来衡量 OBA 的研究不同，作者使用了最近开发的 OBA 量表。其次，OBA 与品牌忠诚度之间的重要相互关系具有重要意义，但在先前的研究中尚未报道。