Customer advocacy and brand development

Show simple item record Lawer, Christopher - Knox, Simon - 2014-03-18T04:01:47Z 2014-03-18T04:01:47Z 2006-03-01T00:00:00Z -
dc.identifier.citation Christopher Lawer, Simon Knox, (2006) Customer advocacy and brand development, Journal of Product & Brand Management, Volume 15, Issue 2, Pages 121-129.
dc.identifier.issn 1061-0421 -
dc.identifier.uri -
dc.description.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. en_UK
dc.language.iso en_UK -
dc.publisher Emerald Group Publishing Limited en_UK
dc.title Customer advocacy and brand development en_UK
dc.type Article -

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