Purpose

This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.

Design/methodology/approach

A total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.

Findings

The findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.

Practical implications

The findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.

Originality/value

This research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.

中文翻译：

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品牌自我一致性、品牌喜爱和品牌依恋对品牌宣传的作用：系列中介模型

目的

本文旨在探讨品牌自我一致性对品牌宣传的影响。此外，还通过系列中介模型检验了品牌喜爱和依恋的作用。

设计/方法论/途径

通过 IBM SPSS 分析了从澳大利亚消费者小组收集的总共 324 份有效且可用的答复。在社会认同理论和自我扩张理论的支持下，在研究模型中检验了一组假设。

发现

研究结果表明，消费者的品牌自我一致性对品牌喜爱、依恋和拥护意图产生积极影响。此外，品牌依恋和喜爱调节品牌自我一致性和宣传之间的关系。

实际影响

这项研究的结果表明，品牌经理应该培养情感，以建立牢固的消费者与品牌关系。

原创性/价值

这项研究增进了目前对品牌宣传文献中有关品牌自我一致性、热爱和依恋的理解。研究结果表明，消费者的品牌自我一致性，加上品牌热爱和依恋，将产生更大的拥护度。