Customer advocacy and brand development

doi:10.1108/10610420610658956

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Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Customer advocacy and brand development

Document Information:
Title:	Customer advocacy and brand development
Author(s):	Christopher Lawer, (The OMC Group, Central Milton Keynes, Buckingham, UK), Simon Knox, (Brand Management Development Centre, Cranfield School of Management, Cranfield, UK)
Citation:	Christopher Lawer, Simon Knox, (2006) "Customer advocacy and brand development", Journal of Product & Brand Management, Vol. 15 Iss: 2, pp.121 - 129
Keywords:	Brand management, Consumer behaviour, Customer loyalty
Article type:	Conceptual paper
DOI:	10.1108/10610420610658956 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
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.