Engaging consumers with their brands has emerged as a priority in marketers’ agenda. Brand decision-makers share a clear representational view of consumer-brand engagement (CBE). Despite this agreement, practitioners are currently finding hard to practically achieve CBE. The clash between an ideal representation of CBE focused on consumer protagonism and its fragile execution urges a rethinking of consumer-brand relationship modes and timeframe. We argue that this clash is nurtured by the long-established conflicting relational dynamics among brand decision-makers illustrated by client–agency (CA) disputes of which consumers represent the ending-point recipient. This paper reflects on how consumer protagonism as an inherent component of CBE is currently reshaping the relation dynamics among all brand actors. We represent CBE as a relational hub resting upon a co-creation rather than a separation logic. We finally provide a pragmatic reflection on the relationship culture required by CBE among actors beyond the CA dyad.

Gambetti, R. C., Biraghi, S., Schultz, D. E., Graffigna, G., Brand wars: consumer–brand engagement beyond client–agency fights, <<JOURNAL OF STRATEGIC MARKETING>>, 2016; (24 / 2): 90-103. [doi:10.1080/0965254X.2015.1011199] [http://hdl.handle.net/10807/66232]

Brand wars: consumer–brand engagement beyond client–agency fights

Gambetti, Rossella Chiara;Biraghi, Silvia;Schultz, Don Edwards;Graffigna, Guendalina
2016

Abstract

Engaging consumers with their brands has emerged as a priority in marketers’ agenda. Brand decision-makers share a clear representational view of consumer-brand engagement (CBE). Despite this agreement, practitioners are currently finding hard to practically achieve CBE. The clash between an ideal representation of CBE focused on consumer protagonism and its fragile execution urges a rethinking of consumer-brand relationship modes and timeframe. We argue that this clash is nurtured by the long-established conflicting relational dynamics among brand decision-makers illustrated by client–agency (CA) disputes of which consumers represent the ending-point recipient. This paper reflects on how consumer protagonism as an inherent component of CBE is currently reshaping the relation dynamics among all brand actors. We represent CBE as a relational hub resting upon a co-creation rather than a separation logic. We finally provide a pragmatic reflection on the relationship culture required by CBE among actors beyond the CA dyad.
Inglese
Gambetti, R. C., Biraghi, S., Schultz, D. E., Graffigna, G., Brand wars: consumer–brand engagement beyond client–agency fights, <<JOURNAL OF STRATEGIC MARKETING>>, 2016; (24 / 2): 90-103. [doi:10.1080/0965254X.2015.1011199] [http://hdl.handle.net/10807/66232]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/66232
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