Customer Satisfaction and Consumer Advocacy: The Mediating Role of Brand Loyalty and the Moderating Role of Collective Culture

Wahyu Tri Untoro () and Ambar Lukitaningsih ()
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Wahyu Tri Untoro: Universitas Sarjanawiyata Tamansiswa
Ambar Lukitaningsih: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 361-374 from Springer

Abstract: Abstract The objective of this study is to assess the mediating effect of customer satisfaction and brand loyalty on consumer advocacy, where collectivistic culture serves as a moderating variable. In today’s competitive digital space, consumers don’t only base their purchasing decisions on experience—they do so based on external information. Consumer effort, including word of mouth recommendation to others, is a significant measure of brand success both in sustaining loyalty and extending the market. Although the relationship between customer satisfaction and consumer advocacy has been widely discussed, the dynamics of this relationship in the context of collective culture still require further research. A collective culture, which emphasizes social values and group norms, can strengthen the relationship between customer satisfaction, brand loyalty, and consumer advocacy. This research uses a conceptual approach to integrate collective culture as a moderator in a model that links customer satisfaction, brand loyalty, and consumer advocacy. The findings are expected to provide new insights into understanding consumer behavior in an increasingly competitive market and support culture-based marketing strategies.

Keywords: Customer Satisfaction; Brand Loyalty; Consumer Advocacy; Collectivist Culture; Conceptual Analysis (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-626-5_27

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DOI: 10.2991/978-94-6239-626-5_27

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