Abstract
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.
Lingua originale | English |
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Titolo della pubblicazione ospite | Proceedings of the 2013 Consumer-brand relationsihps Conference |
Pagine | 1-18 |
Numero di pagine | 18 |
Stato di pubblicazione | Pubblicato - 2013 |
Evento | Consumer-brand relationship Conference - Orlando (FL) Durata: 26 set 2013 → 29 set 2013 |
Convegno
Convegno | Consumer-brand relationship Conference |
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Città | Orlando (FL) |
Periodo | 26/9/13 → 29/9/13 |
Keywords
- brand management
- client-agency relationships
- consumer-brand engagement
- consumer-brand relationships