Framework

Brand advocacy ladder

The question it answers

How does a satisfied customer become a vocal advocate?

Origin
Yesiloglu and Costello, 2020
Diagram type
Process by phase
Level of analysis
Firm
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Brand advocacy ladder

  1. Four steps
  2. Exceptional experience
  3. Shareable content
  4. Personal engagement
  5. Rewards and recognition

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Dorotic, M., Bijmolt, T.H.A. and Verhoef, P.C. (2012) ‘Loyalty programmes: current knowledge and research directions’, International Journal of Management Reviews, 14(3), pp. 217–237.doi:10.1111/j.1468-2370.2011.00314.xSource page
  2. Yesiloglu, S. and Costello, J. (2020) Influencer marketing: building brand communities and engagement. Routledge.doi:10.4324/9780429322501Source page