A Study On The Effects And Benefits Of Brand Advocacy: Transforming Customers Into Brand Advocates

Abstract

The purpose of this research is to understand the concept of brand advocacy and investigate ways in which customers can be transformed into Brand Advocates. This is an exploratory study in which an online questionnaire survey is used for Data Collection. The results are analyzed to find out methods for cultivating and nurturing brand advocates. Findings indicate that brand advocates are crucial to an organization. The different ways of cultivating brand advocates are identified based on customer surveys. This research has special implications for organizations that are looking forward to making customers act as advocates for their brand and are finding ways to achieve that. The study provides further insight into the application of brand advocacy theory by analyzing customer’s perceptions. Methods of converting customers into brand advocates are enumerated.