The effects of brand sustainability dimensions on customers’ online brand advocacy: the case of Cocoon

Abstract

This research aims to investigate the impact of brand sustainability dimensions, specifically delving into the expression of corporate social responsibility (CSR) and price friendliness, associated with brand credibility and brand passion and, consequently online brand advocacy. Online brand advocacy in this research is examined with four aspects, which are brand defense, brand positivity, information sharing, and virtual expression. To this end, a survey entailing a sample of N=319 consumers of the investigated brand, Cocoon, was used to test the hypothesis. The collected data was analyzed by SmartPLS 4.0 software. The results indicate that a brand’s expression of CSR and price friendliness significantly increases brand passion and brand credibility; brand passion and brand credibility positively affect online brand advocacy. Theoretical and practical implications of these findings are discussed to improve the relationship between customer and company, hence strengthening the brand-related outcomes, such as consumer advocacy behavior towards the brand