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Measuring Country Brand Advocacy as a Multidimensional Construct

This study delves into the concept of Country Brand Advocacy, examining the favorable communication and support of a country both online and offline. Through a comprehensive methodology involving ERASMUS students, the research validates this multidimensional construct. Findings indicate that the construct is composed of five distinct dimensions, paving the way for future studies in this area.

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Measuring Country Brand Advocacy as a Multidimensional Construct

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  1. Measuring Country Brand Advocacy as a Multidimensional Construct Suzanne Amaro, Cristina Barroco & Joaquim Antunes

  2. Introduction Brand advocacy is an intense form of brand support behavior that all brands aspire. While there are many studies applying this concept to products and services (e.g. Badrinarayanan and Laverie, 2013; Becerra and Badrinarayanan, 2013), there are few applied to places. Purpose of the Study Apply the concept of Brand Advocacy to Countries. Propose and validate country brand advocacy as a multidimensional construct.

  3. Country Brand Advocacy The favorable communication and support of a country to others, both online and offline. WOM E-WOM Country Brand Advocacy WOM Intensity Recommendation Revisit Intentions

  4. Methodology Online Questionnaire | May –August 2018 ERASMUS students -5,511 valid responses How often do you engage in the following? WOM1 – I try to spread the good-word about____________. WOM WOM2 – I give ________tons of positive WOM advertising. WOM3 – I mostly say positive things about _______________. Adapted from Carroll and Ahuvia (2006) and Goyette et al. (2010)

  5. Methodology Instrument Validation The reliability and validity of the measures were tested with a confirmatory factor analysis (CFA) using SmartPLS . Reliability and Validity Measures Indicator loadings between 0.74 and 0.93 and were found to be significant Cronbach’s Alfas between 0.81 and 0.89 (> 0.6) Composite Reliabilities 0.88 and 0.93 (> 0.7) AVE between 0.65 and 0.82 (>0.5)

  6. Results Discriminant Validity - Fornell-Larckercriterion - Cross-Loadings - HTMT (allabove 0.85)

  7. WOM First Order Constructs Weights E-WOM 0.289*** 0.274*** Country Brand Advocacy WOM Intensity 0.347*** 0.295*** Recommendation 0.108*** Revisit Intentions

  8. Conclusions The results empirically show that Country Brand Advocacy can be conceptualized as a formative construct composed by five distinct dimensions. This multidimensional construct can be used in future studies.

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