Online Brand Advocacy (OBA): an exploratory study into its constituents, brand-related drivers and pro-brand consequences

Wioletta Wilk

doi:10.26182/5c04d886c5d85

Online Brand Advocacy (OBA): an exploratory study into its constituents, brand-related drivers and pro-brand consequences

Wioletta Wilk

UWA Business School

Research output: Thesis › Doctoral Thesis

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Abstract

Mobilised by their digital devices and social media, today's consumers are creators of brands. This revolution has changed the brand advocacy landscape. Through a series of qualitative and quantitative studies, this research conceptualised and defined online brand advocacy (OBA), developed an 18-item parsimonious OBA scale, and examined a model that included some significant brand-related antecedents and consequences, such as consumer-brand identification, brand loyalty, and purchase intent. Future researchers will now be able to measure OBA, in a range of contexts. Brand and marketing practitioners will be able to develop holistic strategies that account for consumer-driven brand-related online communication and behaviour.

Original language	English
Qualification	Doctor of Philosophy
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Harrigan, Paul, Supervisor Soutar, Geoff, Supervisor
Thesis sponsors	Australian Government Research Training Program
Award date	7 Nov 2018
DOIs	https://doi.org/10.26182/5c04d886c5d85
Publication status	Unpublished - 2018

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THESIS - DOCTOR OF PHILOSOPHY - WILK Violetta -2018
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Cite this

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AB - Mobilised by their digital devices and social media, today's consumers are creators of brands. This revolution has changed the brand advocacy landscape. Through a series of qualitative and quantitative studies, this research conceptualised and defined online brand advocacy (OBA), developed an 18-item parsimonious OBA scale, and examined a model that included some significant brand-related antecedents and consequences, such as consumer-brand identification, brand loyalty, and purchase intent. Future researchers will now be able to measure OBA, in a range of contexts. Brand and marketing practitioners will be able to develop holistic strategies that account for consumer-driven brand-related online communication and behaviour.

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Online Brand Advocacy (OBA): an exploratory study into its constituents, brand-related drivers and pro-brand consequences

Abstract

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