Empirical Research On The Impact Of Brand Advocacy Upon Repurchase Intentions

As we know, today's customer is "empowered" like never before. Particularly as the power of customers to make product selections that are best for their needs continues to grow. Customer advocacy strategy aims to build deeper relationships with customers by earning greater levels of trust and commitment. Advocate for your customers and they will advocate for you!To get advocacy of customers, industry and academia have done some research and got significant fruits. But few people study the concept of advocacy which is fundamental and important. Concept and its measurement are the base of empirical research, so how to define brand advocacy is an important fundamental work of my research. After defining brand advocacy, we study the role of advocacy in the antecedent of repurchase intention, which is our final end.Brand advocacy is the core our research. To reach two goals mentioned above, we lead our research by empirical method. On the base of qualitative and quantitative research, we recover enough sample, analyze data by SPSS 11.5 and LISREL8.54 and get conclusions as follow:1. definition and constitution of brand advocacyBrand advocacy is an attitude towards one or several brands hold by customers among many kinds of brands. It has two dimensions that are action and emotion.2. influence of brand advocacy on repurchase intentionBrand advocacy has much more influence on repurchase intention than satisfaction and trust and it is the most important antecedent of repurchase intention.Brand advocacy, trust and satisfaction have all influence on repurchase intention directly, but the brand advocacy is the most important one. Satisfaction and trust influence repurchase intention through advocacy, which is much greater than themselves. At last we get an important conclusion that customers must be nurtured to become advocates. Once a group of Active Advocates are built and nurtured, they can be the most powerful tool in a brand's armoury.