Consumer Brand Advocacy among Generation Z: The Roles of Brand Anthropomorphism, Consumer Brand Engagement, and Social Self-Efficacy

Afsana Akhtar, Noor Azman Ali and Risidaxshinni Kumarusamy

Business Management and Strategy, 2025, vol. 16, issue 2, 225-251

Abstract: This conceptual paper examines the significance of consumer brand advocacy and how it relates to brand anthropomorphism, consumer brand engagement, and social self-efficacy. Advocacy encompasses defending, recommending, or appealing for a specific individual or cause. Advocacy is important in marketing since it influences consumers' brand loyalty, purchase intentions, and willingness to pay a price premium. This article proposes a framework to investigate the impacts of brand anthropomorphism on consumer brand advocacy in the electronics industry. Brand warmth, competence, and mind perception have been identified to represent anthropomorphism through a literature review. The proposed model examines the consumer brand engagement as the mediator and social self-efficacy as the moderator in the relationships between anthropomorphism and brand advocacy. The framework integrates theories and concepts from marketing and psychology, including the Stereotype Content Model, the Brands as Intentional Agents Framework, the Mind Perception Theory, and the Stimulus-Organism-Response Model. The knowledge obtained from the empirical study will assist brand managers effectively target adults and educated Generation Z interested in the consumer electronics brand in Bangladesh.

Date: 2025
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