Emotional attachment: a bridge between brand reputation and brand advocacy

Abstract

Purpose

This study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception. The research model is also assessed across the two brand types (hedonic brands and utilitarian brands).

Design/methodology/approach

Overall, 426 valid questionnaires were collected through an online survey. To test the proposed hypotheses, structural equation modeling was used.

Findings

The results mainly support the model by confirming that brand reputation is positively related to emotional attachment. The brand reputation also has an indirect effect on brand advocacy through emotional attachment. The findings of the study reveal a positive relationship between emotional attachment and brand advocacy. Both moderators applied were found to reinforce the relationships. The results also show the different outcomes for the two brand types.

Originality/value

This research contributes to the literature by introducing and assessing a research model that displays the path in which a brand reputation significantly affects advocacy for a brand through emotional attachment. Two moderators are involved in this path. Corresponding to the research model, an assessment of hedonic and utilitarian brands is also performed.

Citation

Ahmadi, A. and Ataei, A. (2024), "Emotional attachment: a bridge between brand reputation and brand advocacy", Asia-Pacific Journal of Business Administration, Vol. 16 No. 1, pp. 1-20. https://doi.org/10.1108/APJBA-11-2021-0579