IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-0-230-22753-8_9.html
   My bibliography  Save this book chapter

Brand Ambassadors: Strategic Diplomats or Tactical Promoters?

In: Marketing Metaphors and Metamorphosis

Author

Listed:
  • Claudia Fisher-Buttinger
  • Christine Vallaster

Abstract

The expression ‘brand ambassador’ appears more and more frequently in both marketing literature and business practice. However, there could not be a broader spectrum of meanings associated with it. While there is agreement that ‘brand ambassador’ is intended to embrace a wider meaning around the behaviours of a person who acts in support and on behalf of a particular brand, there is disagreement as to the particular mission (strategic, tactical or even self-directed), the nature of the relationship between the ambassador and the represented company (paid for or not, permanent employee or not) and the intended impact (increasing awareness, relationship management, communicating brand values, or negotiating difficult situations). Going back to the roots of the underlying metaphor may help shed some light on which notions of a brand ambassador are more appropriate than others.

Suggested Citation

  • Claudia Fisher-Buttinger & Christine Vallaster, 2008. "Brand Ambassadors: Strategic Diplomats or Tactical Promoters?," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), Marketing Metaphors and Metamorphosis, chapter 9, pages 132-145, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-22753-8_9
    DOI: 10.1057/9780230227538_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vania Vigolo & Rezarta Sallaku & Federico Testa, 2018. "Drivers and Barriers to Clean Cooking: A Systematic Literature Review from a Consumer Behavior Perspective," Sustainability, MDPI, vol. 10(11), pages 1-21, November.
    2. Andreas Hesse & Holger J. Schmidt & Carsten Baumgarth, 2021. "How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 191-204, November.
    3. Inocencia María Martínez‐León & Isabel Olmedo‐Cifuentes, 2022. "Teachers’ views of corporate reputation: Influence on behavioral outcomes," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 93(3), pages 579-605, September.
    4. Helm, Sabrina, 2011. "Employees' awareness of their impact on corporate reputation," Journal of Business Research, Elsevier, vol. 64(7), pages 657-663, July.
    5. Holger J. Schmidt & Carsten Baumgarth, 2018. "Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 250-265, May.
    6. Inocencia M. Martínez-León & Isabel Olmedo-Cifuentes & Gary Davies, 2023. "The Virtuous Circle of Internal Corporate Reputation and Financial Performance," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 97-110, May.
    7. Šontaitė-Petkevičienė Miglė & Vaščėgaitė Aušrinė, 2022. "Employees as Brand Ambassadors: A Case Study Exploring the Impact of Employees’ Communication on Consumer Behavior," Management of Organizations: Systematic Research, Sciendo, vol. 87(1), pages 135-154, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-0-230-22753-8_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.