Author Identifier

Violetta Wilk

ORCID : 0000-0001-7990-769X

Document Type

Journal Article

Publication Title

Asia Pacific Journal of Marketing and Logistics




School of Business and Law




This is an author's accepted manuscript of: Wilk, V., Soutar, G. N., & Harrigan, P. (2021). Online brand advocacy and brand loyalty: A reciprocal relationship?. Asia Pacific Journal of Marketing and Logistics, 33(10), 1977-1993.


© 2021, Emerald Publishing Limited. Purpose: The purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens. Design/methodology/approach: An online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation modelling approach. Findings: Brand loyalty and consumer-brand identification were found to be predictors of OBA, while OBA impacted on purchase intent. In addition, a strong reciprocal relationship was found between OBA and brand loyalty, which has not been reported in prior studies. Research limitations/implications: This study highlighted OBA's complexity. It suggested OBA is not only an outcome of a consumer-brand relationship but also that OBA plays a key role in the development of such relationships. A consumer's identification with a brand fosters brand loyalty and purchase intent through the giving of OBA. Practical implications: The more consumers vocalise their brand relationships through OBA, the more they strengthen their relationship with brands. The inclusion of OBA management in brand and marketing strategies should enable organisations to foster opportunities for online consumer-brand interactions that strengthen consumer-brand relationships. Originality/value: First, unlike previous studies that have used makeshift scales to measure OBA, the authors used a recently developed OBA scale. Second, the important reciprocal relationship between OBA and brand loyalty, which has significant implications, has not been reported in prior research.



Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

Research Themes

Securing Digital Futures

Priority Areas

Digital citizenship and human behaviour

Included in

Business Commons