1Research Scholar, Faculty of Management Studies, University of Delhi, New Delhi, India
2Professor, Faculty of Management Studies, University of Delhi, New Delhi, India, harshverma@fms.edu
*Corresponding author Email-id: ragini.b_phd15@fms.edu
Advocacy is the buzz word these days. Organisations and individuals all over the world are making use of the power of advocacy to secure direct and long lasting benefits. Advocacy is a range of activities aimed at persuading decision makers to design, adopt and change policies and practices. Not even marketing is untouched by the power of advocacy. Consumer empowerment and market saturation has rendered the traditional methods of advertising obsolete forcing the firms to reallocate their promotional dollars towards activation of brand advocates, who are driven by their love towards the brand and go out of their way to advocate for it.
The presently available literature on the concept of customer brand advocacy presents many different ideas about it. The purpose of the present conceptual paper is to explore and delineate the concept.
The paper is based on a thorough analytical review of literature. Findings and value: The study, on the basis of a thorough analytical review of literature, proposes a framework of the model depicting the motivators, types and outcomes of customer brand advocacy.
advocacy, advocates, customer brand advocacy, customer brand advocates, internet, word of mouth
