Customer advocacy and brand development
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
Citation
Lawer, C. and Knox, S. (2006), "Customer advocacy and brand development", Journal of Product & Brand Management, Vol. 15 No. 2, pp. 121-129. https://doi.org/10.1108/10610420610658956
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited