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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
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    Citations

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    Cited by:

    1. 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.
    2. 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.
    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. 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.
    6. 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.
    7. 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.

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