How can Stimuli and Emotions Help Increase Brand Advocacy

Bilro, Ricardo Godinho; Loureiro, Sandra Maria Correia

doi:10.1007/978-3-030-02568-7_101

How can Stimuli and Emotions Help Increase Brand Advocacy

Ricardo Godinho Bilro⁴ &
Sandra Maria Correia Loureiro⁴

Conference paper
First Online: 02 April 2019

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Part of the book series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ((DMSPAMS))

Abstract

The current study aims to explore if information/content, interactive features, and design-visual appeal influence consumers emotional states of pleasure, arousal, and dominance (PDA), leading to brand advocacy as an outcome. Therefore, our goal is to understand which stimuli of experience exercise more effect on the three emotional states (PDA) and which of these three better influence brand advocacy.

Data from 183 users of CGM were analysed through structural equation modelling (SmarthPLS2.0), and the findings show that all the aforementioned stimuli influence online PDA. Findings also suggest that all PDA dimensions influence brand advocacy.

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Authors and Affiliations

Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal
Ricardo Godinho Bilro & Sandra Maria Correia Loureiro

Authors

Ricardo Godinho Bilro
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Sandra Maria Correia Loureiro
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Correspondence to Ricardo Godinho Bilro .

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Editors and Affiliations

Marketing Department, IÉSEG School of Management, Lille, France
Patricia Rossi
Rohrer College of Business, Rowan University, Glassboro, NJ, USA
Nina Krey

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Bilro, R.G., Loureiro, S.M.C. (2019). How can Stimuli and Emotions Help Increase Brand Advocacy. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-02568-7_101

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DOI: https://doi.org/10.1007/978-3-030-02568-7_101
Published: 02 April 2019
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-02567-0
Online ISBN: 978-3-030-02568-7
eBook Packages: Business and ManagementBusiness and Management (R0)

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