Customer advocacy and brand development
| Autor: | Christopher Lawer, Simon Knox |
|---|---|
| Rok vydání: | 2006 |
| Předmět: |
Marketing
Customer retention business.industry Brand awareness ComputingMilieux_LEGALASPECTSOFCOMPUTING Public relations Loyalty business model Brand management Customer advocacy Management of Technology and Innovation Brand equity Business Customer to customer Customer intelligence ComputingMilieux_MISCELLANEOUS |
| Zdroj: | Journal of Product & Brand Management. 15:121-129 |
| ISSN: | 1061-0421 |
| DOI: | 10.1108/10610420610658956 |
| Popis: | PurposeThe purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.Design/methodology/approachThe paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to understand why customer advocacy is becoming an attractive strategic option for many firms. A model of empowered consumer value drivers is constructed to demonstrate how they are becoming an important source of brand value. A framework for brand management in a customer advocacy context is introduced and examples of companies pursuing advocacy‐based strategies and practices are illustrated.FindingsThrough careful brand management, customer advocacy is capable of unlocking new consumer value.Originality/valueThe paper offers a discussion of the opportunities presented to brand management when developing customer advocacy. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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