This paper aims to explore how organisations can build consumer engagement and affinity through creating the conditions for the magic inherent in a shared narrative. Brands are facing up to a serious collapse in consumer confidence, which is having an increasingly detrimental effect on the trust that people choose to place in brands, and a consequential erosion in the depth of emotional connectivity. The consensus view amongst practitioners is that brand engagement appears to be in meltdown; exacerbated further by how the web is redefining the way consumers interact, influence and ultimately consume. Practitioners need to re-evaluate how brands can achieve deeper mutual bonds and be provided with rich insights to assist in this. This paper presents the Consumer Brand Affinity Fan mechanism as a framework for how narrative can and should continually flourish, and how this vision of branding should sit at the very heart of the brand essence. Nine brand-owner characteristics which strengthen authenticity are developed; five organisational traits are introduced, each of which had distinct influence in creating energy for consumer affinity to proliferate; and 13 motivational factors were presented, which drive consumer/brand and consumer/consumer dialogue and ultimately assist in deepening affinity with the organisation.
|Title of host publication||AM2015 - The Magic in Marketing|
|Publisher||Academy of Marketing|
|Number of pages||8|
|Publication status||Published - 9 Jul 2015|
|Event|| Academy of Marketing Conference 2015: The Magic in Marketing - Limerick, Ireland|
Duration: 7 Jul 2015 → 9 Jul 2015
|Conference||Academy of Marketing Conference 2015|
|Abbreviated title||AM 2015|
|Period||7/07/15 → 9/07/15|
Omar, M., Fowlestone, M., & Williams Jr., R. L. (2015). How narrative is magically created by the lore of the brand: The consumer brand affinity fan. In AM2015 - The Magic in Marketing Academy of Marketing.