Salah, P., Elmahdy, N., Abdelfattah, S., Tawfik, M., Mohammed, Z., Wagih, K., Mohammed, H. (2024). Brand Credibility and Brand Value Congruence as Antecedents for Brand Advocacy and Brand Attachment. test, 1(1), 47-69. doi: 10.21608/jaebs.2024.386330
Perihan Salah; Nada Elmahdy; Samaa Abdelfattah; Martine Tawfik; Ziad Mohammed; Karim Wagih; Hania Mohammed. "Brand Credibility and Brand Value Congruence as Antecedents for Brand Advocacy and Brand Attachment". test, 1, 1, 2024, 47-69. doi: 10.21608/jaebs.2024.386330
Salah, P., Elmahdy, N., Abdelfattah, S., Tawfik, M., Mohammed, Z., Wagih, K., Mohammed, H. (2024). 'Brand Credibility and Brand Value Congruence as Antecedents for Brand Advocacy and Brand Attachment', test, 1(1), pp. 47-69. doi: 10.21608/jaebs.2024.386330
Salah, P., Elmahdy, N., Abdelfattah, S., Tawfik, M., Mohammed, Z., Wagih, K., Mohammed, H. Brand Credibility and Brand Value Congruence as Antecedents for Brand Advocacy and Brand Attachment. test, 2024; 1(1): 47-69. doi: 10.21608/jaebs.2024.386330

Brand Credibility and Brand Value Congruence as Antecedents for Brand Advocacy and Brand Attachment

Journal of Advances in Economics and Business Studies
Volume 1, Issue 1, October 2024, Pages 47-69    PDF (518.54 K)
Document Type: Original Article
DOI: 10.21608/jaebs.2024.386330
Authors
Perihan Salah1; Nada Elmahdy1; Samaa Abdelfattah2; Martine Tawfik2; Ziad Mohammed2; Karim Wagih2; Hania Mohammed2
1Marketing and Innovation Department, Faculty of Economics and International Trade, Egyptian Chinese University
2Faculty of Economics and International Trade, Egyptian Chinese University ECU, Cairo, Egypt
Abstract
Purpose – The primary objective of this study is to explore the influence of brand credibility and brand value congruence on two crucial outcomes: brand advocacy and brand attachment, specifically within the context of humanized brands, such as handmade or artisan brands. Additionally, this research aims to analyze the moderating role of brand engagement in shaping these relationships. By investigating these factors, the study seeks to uncover how the credibility and alignment of brand values with consumer expectations can foster deeper emotional connections, loyalty, and advocacy behaviors among customers.
Design/methodology – To achieve this, the study employed an online survey methodology, targeting a sample of Egyptian consumers. Each participant was provided with a unique, one-time access link to complete the online questionnaire. Through this approach, the study successfully collected 300 valid responses, offering a reliable and robust data set for analysis.
Findings – The results indicate that the independent variables, namely brand credibility and brand value congruence, significantly influence the dependent variables of brand advocacy and brand attachment. Moreover, customer engagement, functioning as a moderator variable, further amplifies the impact of these relationships, highlighting its critical role in enhancing both advocacy and attachment towards the brand. This demonstrates the importance of active consumer involvement.
Keywords
Brand credibility; Brand value congruence; Brand advocacy; Brand attachment; Brand engagement; Humanized Brands
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