The Role of Brand Loyalty Between Brand Satisfaction, Brand Engagement, and Consumer Advocacy – A Conceptual Analysis

In the context of increasingly fierce business competition, the phenomenon of consumer advocacy is an important indicator of the success of marketing strategies that focus on customer experience. Satisfied consumers not only become loyal, but also voluntarily promote the brand to others, which is known as consumer advocacy. This study aims to explore the role of brand loyalty as a moderator in the relationship between brand satisfaction, brand attachment, and consumer advocacy. Expectancy-Disconfirmation (EDT) theory is used to explain how consumer expectations affect satisfaction, which in turn shapes loyalty and post-purchase behaviors such as advocacy. The results of this study show that brand satisfaction and brand attachment influence consumer advocacy, but this influence is stronger when it is supported by brand loyalty. The study also found that brand loyalty acts as a mediator that strengthens the relationship between brand satisfaction and consumer advocacy, as well as between brand attachment and advocacy. These findings contribute to a better understanding of consumer loyalty dynamics and effective marketing strategies in building long-term relationships with consumers.