To read this content please select one of the options below:

Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

Ragini Bhati (Faculty of Management Studies, University of Delhi, New Delhi, India)
Harsh V. Verma (Faculty of Management Studies, University of Delhi, New Delhi, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 1 June 2020

Issue publication date: 1 June 2020

2395

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Citation

Bhati, R. and Verma, H.V. (2020), "Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence", Journal of Research in Interactive Marketing, Vol. 14 No. 2, pp. 153-172. https://doi.org/10.1108/JRIM-12-2018-0165

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles