How Customers Engage with Brands: A New Framework

Ewa Maslowska; Edward Carl Malthouse

How Customers Engage with Brands: A New Framework

Integrated Marketing Communications

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Marketers’ and advertisers’ thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).

Research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015.

Original language	English (US)
Title of host publication	Advances in Advertising Research
Subtitle of host publication	Bridging the Gap between Advertising Academia and Practice
Editors	George Christodoulides, Anastasia Stathopoulou, Martin Eisend
Publisher	Springer Gabler
Pages	231–243
Number of pages	13
Volume	VII
ISBN (Print)	978-3658152192
State	Published - 2017

Publication series

Name	European Advertising Academy

Access to Document

https://doi.org/10.1007/978-3-658-15220-8_17

Cite this

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title = "How Customers Engage with Brands: A New Framework",

abstract = "Marketers{\textquoteright} and advertisers{\textquoteright} thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).Research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015.",

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How Customers Engage with Brands: A New Framework. / Maslowska, Ewa; Malthouse, Edward Carl.
Advances in Advertising Research: Bridging the Gap between Advertising Academia and Practice. ed. / George Christodoulides; Anastasia Stathopoulou; Martin Eisend. Vol. VII Springer Gabler, 2017. p. 231–243 (European Advertising Academy).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

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N2 - Marketers’ and advertisers’ thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).Research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015.

AB - Marketers’ and advertisers’ thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).Research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015.

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T3 - European Advertising Academy

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A2 - Christodoulides, George

A2 - Stathopoulou, Anastasia

A2 - Eisend, Martin

PB - Springer Gabler

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How Customers Engage with Brands: A New Framework

Abstract

Publication series

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