Abstract
Branding research has explored the processes underlying consumers’ engagement with brands, with research exploring both dispositional and situational forms of engagement. Despite this work, scholars have yet to examine the relationship between dispositional and situational approaches to brand engagement. In the current chapter, we report the results of an empirical study testing the influence of dispositional brand engagement on customer advocacy (i.e., positive word-of-mouth and “Liking” on Facebook), as mediated through situational engagement with a specific brand.
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