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Article Information:
Title:
Customer advocacy and brand development
Author(s):
Christopher Lawer, Simon Knox
Journal:
Journal of Product & Brand Management
Year:
2006
Volume:
Issue:
Page:
121 - 129
ISSN:
1061-0421
DOI:
10.1108/10610420610658956
Publisher:
Emerald Group Publishing Limited
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Abstract:
Purpose – The 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/approach – The 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.
Findings – Through careful brand management, customer advocacy is capable of unlocking new consumer value.
Originality/value – The paper offers a discussion of the opportunities presented to brand management when developing customer advocacy.
Keywords:
Brand management, Consumer behaviour, Customer loyalty
Article Type:
Conceptual paper