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.