Much of extant literature points to Consumer-Brand Engagement (CBE) as a potential amplifier of the conflicting relational dynamics which have always characterized client and agency relationship. In that context, CBE calls for a conception of consumer-brand relationships as a peer-to-peer dialogue, based on a listening and dialogic capability on the part of practitioners. It is this capability which often conflicts with the competitive and goal-oriented logics which drive marketing decision-making and forces it into the empathetic logics which seem to drive agency decisions. Using that premise of client-agency conflict, an in-depth investigation of practitioners’ views and practices of CBE was conducted. Our aim was to explore how marketing/brand managers and agency professionals currently conceive CBE. We highlight the differences in how each group manages the consumer-brand relationships necessary to achieve CBE. Thus, we develop a potential unifying framework that may help them build a common path in CBE strategies. This conceptual framework applies a circular relational logic starting from a shared outside-in market perspective that points at consumers as the starting point to develop a shared and comprehensive value system which embeds and is nurtured by the value systems of all the actors involved in the CBE process.
Original languageEnglish
Title of host publicationProceedings of the 2013 Consumer-brand relationsihps Conference
Number of pages18
Publication statusPublished - 2013
EventConsumer-brand relationship Conference - Orlando (FL)
Duration: 26 Sep 201329 Sep 2013


ConferenceConsumer-brand relationship Conference
CityOrlando (FL)


  • brand management
  • client-agency relationships
  • consumer-brand engagement
  • consumer-brand relationships


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