Online brand advocacy and brand loyalty: a reciprocal relationship?

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