The Role of Brand Loyalty Between Brand Satisfaction, Brand Engagement, and Consumer Advocacy – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_19How to use a DOI?

Keywords

Brand satisfaction; Brand attachment; Brand loyalty; Consumer advocacy; Expectancy-Disconfirmation theory; Experience-based marketing

Abstract

In the context of increasingly fierce business competition, the phenomenon of consumer advocacy is an important indicator of the success of marketing strategies that focus on customer experience. Satisfied consumers not only become loyal, but also voluntarily promote the brand to others, which is known as consumer advocacy. This study aims to explore the role of brand loyalty as a moderator in the relationship between brand satisfaction, brand attachment, and consumer advocacy. Expectancy-Disconfirmation (EDT) theory is used to explain how consumer expectations affect satisfaction, which in turn shapes loyalty and post-purchase behaviors such as advocacy. The results of this study show that brand satisfaction and brand attachment influence consumer advocacy, but this influence is stronger when it is supported by brand loyalty. The study also found that brand loyalty acts as a mediator that strengthens the relationship between brand satisfaction and consumer advocacy, as well as between brand attachment and advocacy. These findings contribute to a better understanding of consumer loyalty dynamics and effective marketing strategies in building long-term relationships with consumers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Suryadi Setiawan
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - The Role of Brand Loyalty Between Brand Satisfaction, Brand Engagement, and Consumer Advocacy – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 255
EP  - 264
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_19
DO  - 10.2991/978-94-6239-626-5_19
ID  - Setiawan2026
ER  -