How Customers Engage with Brands: A New Framework

Ewa Maslowska, Edward Carl Malthouse

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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 languageEnglish (US)
Title of host publicationAdvances in Advertising Research
Subtitle of host publicationBridging the Gap between Advertising Academia and Practice
EditorsGeorge Christodoulides, Anastasia Stathopoulou, Martin Eisend
PublisherSpringer Gabler
Number of pages13
ISBN (Print)978-3658152192
StatePublished - 2017

Publication series

NameEuropean Advertising Academy


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