Brand attachment, Self-Congruity, Brand loyalty, and Online Brand Advocacy

In todays ever increasingly digitized environment, digital branding and communication are essential for firms success and prosperity. Thus, studying branding strategies and their impact on firm online image and reputation is highly appreciated by scholars and practitioners alike. Thus, this research proposal intends to examine the interrelationships between brand attachment, brand loyalty, selfcongruity, and online brand advocacy. It aims at investigating how the latter is impacted by the brand healthy levels of attachment, loyalty, perceived quality, and awareness. It will study the role of selfcongruence and connection in making these relationships more salient. It will also discuss how online brand advocacy is associated with user-generated content and marketing. The possible interaction of product design, purchase intent, and engagement will also be investigated. Using Structural Equation Modelling (SEM), the proposed interrelationships will be investigated. An online survey will be deployed and a representative sample of will be drawn to make sound conclusions.