2012 ©
             Publication
Journal Publication
Title of Article ANTECEDENTS OF BRAND ADVOCACY IN ONLINE FOOD DELIVERY SERVICES: AN EMPIRICAL INVESTIGATION 
Date of Acceptance 17 August 2022 
Journal
     Title of Journal Innovative Marketing 
     Standard SCOPUS 
     Institute of Journal Business Perspectives 
     ISBN/ISSN  
     Volume 18 
     Issue  
     Month
     Year of Publication 2022 
     Page  
     Abstract The notion of building a strong relationship between the brand and customers has become increasingly prevalent in a firm’s marketing strategy. It has led to a broader and deeper exploration of developing a customer relationships by industry practitioners and academic researchers. Drawing on the marketing literature, this empirical study speculates on the possible mechanism underlying the process of building brand advocacy with consumers in online food delivery services. The data was collected from 562 respondents through online questionnaires from consumers of food delivery platforms in Bangkok and Metropolitan areas, Thailand. The survey data was analyzed using Structural Equation Modeling (SEM) to verify the model. The findings indicated the relationship between customer experience quality (brand experience, service experience, and post-purchase experience), brand leadership (perceived quality, perceived innovativeness, perceived value, and perceived popularity), relationship quality (trust, satisfaction, and commitment), and brand advocacy (recommendation, purchase intention, and brand defending). Regarding an investigation, customer experience quality positively affects brand leadership and relationship quality, which, in turn, mediated the pathway from customer experience quality to brand advocacy. The model explained 72% of the variance in brand advocacy. The researchers recommend practitioners to consider the findings when designing marketing strategies for online platforms.  
     Keyword brand advocacy, customer experience quality, brand leadership, relationship quality 
Author
627210001-4 Miss ORANICH KUMGLIANG [Main Author]
Business Administration and Accountancy Doctoral Degree

Reviewing Status มีผู้ประเมินอิสระ 
Status ได้รับการตอบรับให้ตีพิมพ์ 
Level of Publication นานาชาติ 
citation true 
Part of thesis true 
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