Purpose – The primary objective of this study is to explore the influence of brand credibility and brand value congruence on two crucial outcomes: brand advocacy and brand attachment, specifically within the context of humanized brands, such as handmade or artisan brands. Additionally, this research aims to analyze the moderating role of brand engagement in shaping these relationships. By investigating these factors, the study seeks to uncover how the credibility and alignment of brand values with consumer expectations can foster deeper emotional connections, loyalty, and advocacy behaviors among customers.
Design/methodology – To achieve this, the study employed an online survey methodology, targeting a sample of Egyptian consumers. Each participant was provided with a unique, one-time access link to complete the online questionnaire. Through this approach, the study successfully collected 300 valid responses, offering a reliable and robust data set for analysis.
Findings – The results indicate that the independent variables, namely brand credibility and brand value congruence, significantly influence the dependent variables of brand advocacy and brand attachment. Moreover, customer engagement, functioning as a moderator variable, further amplifies the impact of these relationships, highlighting its critical role in enhancing both advocacy and attachment towards the brand. This demonstrates the importance of active consumer involvement.