Brand Advocacy Model (by Aaker)

The Brand Advocacy Model by David Aaker highlights how passionate customers become active supporters of a brand. It suggests that strong brand loyalty leads customers to promote the brand voluntarily, sharing positive experiences and encouraging others. Advocacy occurs when customers see the brand as aligned with their values and identity, transforming them into genuine advocates. This active support amplifies brand reach and credibility, creating a cycle where loyal customers help attract new ones. Essentially, Aaker's model emphasizes the importance of fostering deep emotional connections so customers become compelling, natural advocates for the brand.