| The objective of this study to examine the effect of attitude toward brand, brand uniqueness, and brand personality on self-brand connection as well as the effect of self-brand connection on brand advocacy. This study also analyze the mediating role of self-brand connection on the effect of attitude toward brand, brand uniqueness, and brand personality toward brand advocacy. The sampling method used in this study is non-probability sampling with purposive sampling technique. The instrument for gathering data is questionnaire. Questionnaires are distributed to non-Yogyakarta resident's students at Universitas Gadjah Mada, Universitas Negeri Yogyakarta, and Universitas Atma Jaya Yogyakarta. Structural equation modelling by AMOS18 statistical software is used to analyze the data. The results indicated that attitude toward brand, brand uniqueness, and brand personality have positive effect on self-brand connection as well as self-brand connection has positive effect on brand advocacy. The result of this study also found that self-brand connection has mediated the effect of attitude toward brand, brand uniqueness, and brand personality on brand advocacy. |