Customer advocacy and brand development
| dc.contributor.author | Lawer, Christopher | - |
| dc.contributor.author | Knox, Simon | - |
| dc.date.accessioned | 2014-03-18T04:01:47Z | |
| dc.date.available | 2014-03-18T04:01:47Z | |
| dc.date.issued | 2006-03-01T00:00:00Z | - |
| 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.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 | http://dx.doi.org/10.1108/10610420610658956 | - |
| dc.identifier.uri | http://dspace.lib.cranfield.ac.uk/handle/1826/8327 | |
| 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 | - |