The moderating role of psychological reactance in the impact of brand trust, credibility, and reputation on advocacy

Authors : Burak Yaprak

Pages : 14-30

Doi:10.34231/iuyd.1604521

View : 16 | Download : 13

Publication Date : 2025-03-24

Article Type : Research Paper

Abstract :This study investigates the impact of brand trust, brand credibility, and brand reputation on brand advocacy, focusing on Uber’s partial ban in Türkiye. Specifically, it explores the moderating role of psychological reactance, a consumer response triggered by perceived threats to autonomy. Drawing on existing literature and empirical findings, the results demonstrate that higher levels of brand trust, credibility, and reputation positively influence brand advocacy. Consumers who view a brand as trustworthy and credible are more likely to advocate for it, even when confronted with regulatory restrictions. However, psychological reactance plays a role in this process. Consumers with elevated reactance often interpret brand communications as controlling or manipulative, producing resistance that weakens the positive impact of trust, credibility, and reputation. This underscores the importance of communication strategies that respect consumer autonomy, mitigating resistance. Moreover, the study stresses the value of understanding consumer psychology in advocacy behaviors during brand crises or government interventions. Future research could examine additional moderating factors—such as need for cognition, cultural influences, or personal brand involvement—to deepen insights into brand advocacy. Through these avenues, scholars and practitioners can develop effective engagement strategies that foster advocacy while lessening resistance
Keywords : Marka güveni, marka kredibilitesi, marka itibarı, marka savunuculuğu, psikolojik tepkisellik