The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.
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.
Through careful brand management, customer advocacy is capable of unlocking new consumer value.
The paper offers a discussion of the opportunities presented to brand management when developing customer advocacy.
