Articlehybrid2025

Brand advocacy: a scoping review and future research agenda

Anwar Sadat Shimul · Anisur R. Faroque · Esnaina Quader

34 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to conduct a comprehensive scoping review to examine how brand advocacy has evolved as a key construct in consumer–brand relationship research. Through systematic analysis of existing literature, this review clarifies the conceptual boundaries of brand advocacy, synthesises current knowledge and develops an agenda for future research. Design/methodology/approach By reviewing a selection of 172 studies, this research explores various aspects of the brand advocacy literature, including theories, methods, contexts, antecedents, outcomes, mediators and moderators. The review examines key themes and synthesises the theoretical and contextual foundations. Findings This review identifies significant gaps in the current literature, particularly regarding conceptual clarity and consistency, framework development, validation and contextual measurements. The findings of this study suggest guidelines for future research to advance scholarly understanding of brand advocacy. Research limitations/implications The insights from this review offer guidance for researchers and practitioners looking to advance the field of brand advocacy. This study highlights the importance of creating validated frameworks and addressing measurement issues to integrate the brand advocacy concept into consumer–brand relationship research. Originality/value This scoping review advances the field of brand advocacy by synthesising existing research, identifying critical gaps and proposing a coherent research agenda for future studies. This study contributes to the broader understanding of consumer–brand relationships and provides a foundation for developing more robust theoretical and practical frameworks in the domain.

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2005Scoping studies: towards a methodological framework 1996The Behavioral Consequences of Service Quality 2018Systematic review or scoping review? Guidance for authors when choosing between a systematic or scoping review approach 1989Social Identity Theory and the Organization 1978Differentiation between social groups: Studies in the social psychology of intergroup relations.1976Social Exchange Theory 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1977The Making and Breaking of Affectional Bonds

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