A Meta-Analytic Structural Equation Modelling (MASEM) Approach Toward Scrutinizing the Influence of Brand Equity Antecedents on Brand Advocacy

Abstract

Brand equity antecedents are essential in the creation and development of brand advocacy strategies and implementation tactics that transform conventional customers into active brand advocates. Yet, the association incorporating these two concepts is less studied. This research aims to bridge such a gap by combining these two approaches to explore the most influential antecedents of brand equity for incentivizing brand advocacy within technological platforms. The proposed model was assessed using Meta-Analytic Structural Equation Modeling (MASEM). The study featured 68 empirical studies with 183 correlations derived from 15 hypothetical ‎relationships and a combined sample of 24,585 respondents. The findings authenticate the significance of all the relationships among BE antecedents proposed in this study. Moreover, the findings reveal that brand awareness can be linked with brand advocacy via the intervention and mediating role of brand image. Additionally, the outcomes of the study highlight that brand image has a greater overall influence than brand loyalty on brand advocacy.