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Online Brand Advocacy (Oba): The Development Of A Multiple Item Scale, Violetta Wilk, Geoffrey Norman Soutar, Paul Harrigan
Online Brand Advocacy (Oba): The Development Of A Multiple Item Scale, Violetta Wilk, Geoffrey Norman Soutar, Paul Harrigan
Research outputs 2014 to 2021
Purpose: Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer calls from researchers and practitioners for a better understanding and measurement of OBA. The development and validation of a parsimonious and practical OBA scale is outlined in this paper. Design/methodology/approach: A multi-methods, multi-stage approach was followed to develop a parsimonious OBA scale. From an initial pool of 96 items obtained from qualitative research and from items used in prior general brand advocacy scales, a test-retest reliability study …