How can Stimuli and Emotions Help Increase Brand Advocacy

  • Ricardo Godinho BilroEmail author
  • Sandra Maria Correia Loureiro
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The current study aims to explore if information/content, interactive features, and design-visual appeal influence consumers emotional states of pleasure, arousal, and dominance (PDA), leading to brand advocacy as an outcome. Therefore, our goal is to understand which stimuli of experience exercise more effect on the three emotional states (PDA) and which of these three better influence brand advocacy.

Data from 183 users of CGM were analysed through structural equation modelling (SmarthPLS2.0), and the findings show that all the aforementioned stimuli influence online PDA. Findings also suggest that all PDA dimensions influence brand advocacy.


Information/content Interactive features Design-visual appeal Online engagement Brand advocacy 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  • Ricardo Godinho Bilro
    • 1
    Email author
  • Sandra Maria Correia Loureiro
    • 1
  1. 1.Instituto Universitário de Lisboa (ISCTE-IUL)LisboaPortugal

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