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VOL. 7, ISSUE 3 (2025)
Exploring the link between customer loyalty and advocacy: A conceptual perspective
Authors
Subhash Chawla, Dr. Vivek Bajpai, Dr. Amit Stieve Henry
Abstract
This article examines the correlation between customer loyalty and
customer advocacy by integrating current literature to elucidate how loyalty
motivates customers to become proactive brand champions. Customer loyalty,
which includes both behavioral repetition and a stronger emotional connection,
is the basis for customer advocacy, in which people promote a company and
spread favorable word-of-mouth. This study conducts a thorough literature
evaluation to pinpoint essential relational variables, including trust,
satisfaction, and commitment, that facilitate the loyalty-advocacy connection.
The study also talks about how organizational approaches like giving employees
more control, co-creating value, and getting people involved can help build
loyalty and advocacy. The results show how important it is to build strong
emotional and behavioral ties with customers, as well as supportive
organizational settings, in order to turn loyalty into real advocacy. These
discoveries have important implications for firms that want to use loyal
consumers as brand evangelists to improve brand equity and gain a competitive
edge.
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Pages:29-31
How to cite this article:
Subhash Chawla, Dr. Vivek Bajpai, Dr. Amit Stieve Henry "Exploring the link between customer loyalty and advocacy: A conceptual perspective". International Journal of Management and Commerce, Vol 7, Issue 3, 2025, Pages 29-31
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