Abstract
PurposeThe 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/approachThe 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.FindingsThrough careful brand management, customer advocacy is capable of unlocking new consumer value.Originality/valueThe paper offers a discussion of the opportunities presented to brand management when developing customer advocacy.
Submitted Version (
Free)
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have