Irrational advocacy: What are the drivers of brand loyalty?

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=49cb5bde65" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>Irrational advocacy: What are the drivers of brand loyalty?</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=49cb5bde65" /> <meta name="author" content="Daniel Brian Cobb"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Daniel Brian Cobb"; primary_tag = "Article"; authors.push("Daniel Brian Cobb") tags.push("Article") tags.push("Customer advocacy") analytics.addSourceMiddleware(checkUserId); analytics.load('CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'CMA' } }); }}(); </script> <meta name="description" content="Irrational advocacy: the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning."> <link rel="icon" href="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" type="image/png"> <link rel="canonical" href="https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Customer Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="Irrational advocacy: What are the drivers of brand loyalty?"> <meta property="og:description" content="Irrational advocacy, a term that might seem contradictory, refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning."> <meta property="og:url" content="https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/"> <meta property="og:image" content="https://www.customermarketingalliance.com/content/images/2024/09/What-is-engagement-marketing--1-.jpg"> <meta property="article:published_time" content="2024-09-24T22:56:41.000Z"> <meta property="article:modified_time" content="2024-09-24T22:59:15.000Z"> <meta property="article:tag" content="Article"> <meta property="article:tag" content="Customer advocacy"> <meta property="article:publisher" content="https://www.facebook.com/Customer-Marketing-Alliance-103756202307955"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="Irrational advocacy: What are the drivers of brand loyalty?"> <meta name="twitter:description" content="Irrational advocacy, a term that might seem contradictory, refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning."> <meta name="twitter:url" content="https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/"> <meta name="twitter:image" content="https://www.customermarketingalliance.com/content/images/2024/09/What-is-engagement-marketing--1-.jpg"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Daniel Brian Cobb"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Article, Customer advocacy"> <meta name="twitter:site" content="@CustomerMarket2"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="630"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "Customer Marketing Alliance", "url": "https://www.customermarketingalliance.com/", "logo": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/2024/07/CMA-FULL-SECONDARY-LOGO--ON-WHITE---1--1.png" } }, "author": { "@type": "Person", "name": "Daniel Brian Cobb", "image": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/2024/09/daniel-brian-cobb.jpeg", "width": 300, "height": 300 }, "url": "https://www.customermarketingalliance.com/author/daniel-brian-cobb/", "sameAs": [] }, "headline": "Irrational advocacy: What are the drivers of brand loyalty?", "url": "https://www.customermarketingalliance.com/irrational-advocacy-what-are-the-drivers-of-brand-loyalty/", "datePublished": "2024-09-24T22:56:41.000Z", "dateModified": "2024-09-24T22:59:15.000Z", "image": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/2024/09/What-is-engagement-marketing--1-.jpg", "width": 1200, "height": 630 }, "keywords": "Article, Customer advocacy", "description": "Irrational advocacy, a term that might seem contradictory, refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning.", "mainEntityOfPage": "https://www.customermarketingalliance.com/irrational-advocacy-what-are-the-drivers-of-brand-loyalty/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="Customer Marketing Alliance" href="https://www.customermarketingalliance.com/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.customermarketingalliance.com/" data-key="173834d117bcd7e27266c4d41e" data-api="https://customer-marketing-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="173834d117bcd7e27266c4d41e" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://customer-marketing-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.customermarketingalliance.com/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=49cb5bde65"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=49cb5bde65"> <script defer src="/public/member-attribution.min.js?v=49cb5bde65"></script><style>:root {--ghost-accent-color: #FF4DD8;}</style>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>  <script> window.proPlusStripeIdList = [ 'price_1N0nnyAIFQbpuTFVV8HBJfIM', 'price_1N0nnxAIFQbpuTFVA5MeJmVV', 'price_1NizMNAIFQbpuTFVMA2TVo5h', 'price_1NizLyAIFQbpuTFVAOS9WaHd', 'price_1NdF19AIFQbpuTFVxlv8XIJp', 'price_1O9VilAIFQbpuTFVML9tAoVX', 'price_1PkNglAIFQbpuTFV2RYbeu6y', 'price_1NcoH7AIFQbpuTFV9RGTPVZg' ]; </script> <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("X0NW1GHRMMO4");}();</script>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-56ZBHT3');</script>   <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>   <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js"></script>  <meta name="ahrefs-site-verification" content="66aece103bca959c12c16cf5b323db9dc7fa8ca10c21b52e1a86ed9e7c5153ff"> <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> const eventsCalendar = [ { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Events-Calendar/CMA/London%20-%20in-person.jpg', name: 'London', date: '4 December 2024', location: 'EMEA', type: 'Summits', description: 'Join your customer marketing peers in London for an unrivaled content, networking and learning opportunity.', buttonText: 'Find out more', url: 'https://events.customermarketingalliance.com/location/london', }, { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Courses-workshops/Customer-Labs-assets/CMA_Membership_Dashboard_Assets_Learning_6%20(1)%20(1).png', name: 'Customer Labs workshop: Cultivating a customer-centric mindset: Strategies for success', date: 'December 11', location: 'Online', type: 'Workshops', description: 'Join an expert instructor and your peers in this members-only workshop series to elevate your customer marketing game.', buttonText: 'Sign up here', url: 'https://www.customermarketingalliance.com/customer-labs-workshops/', }, // Add more as needed ]; </script> <script> var eventsList = [ { 'title': 'Customer Marketing Summit', 'date': 'December 4, 2024', 'location': '<b>London</b>', 'url': 'https://events.customermarketingalliance.com/location/london/' }, ]; </script> <script> window.topNav = [ { name: 'Membership', itemList: [ { name: 'Membership plans', url: '', desc: 'Pick your path', itemList: [ { name: 'Freemium membership', url: '/insider-membership-plan/' }, { name: 'Pro membership', url: '/signup/' }, { name: 'Pro+ membership', url: '/pro-plus-membership/' }, ] }, { name: 'What is included?', desc: 'All you need to succeed', itemList: [ { name: 'Templates & frameworks', url: '/templates-frameworks/' }, { name: 'OnDemand videos', url: '/customer-marketing-ondemand/' }, { name: 'Exclusive content', url: '/tag/exclusive-content/' }, { name: 'Member perks', url: '/members-perks/' }, { name: 'Membership taster pack', url: '/cma-pro-membership-taster-pack/' }, { name: 'Membership release notes', url: '/whats-new-in-the-cma-membership-plans/' } ] }, ] }, { name: 'Certification', itemList: [ { name: 'Customer Marketing Core', desc: 'The A to Z of activating customers', itemList: [ { name: 'Customer Marketing Certified: Core', desc: 'The only accredited customer marketing certification', url: 'https://learn.customermarketingalliance.com/course/customer-marketing-certified-core' }, { name: 'View all courses', url: 'https://learn.customermarketingalliance.com/courses' }, ] }, { name: 'Masters Certified', url: '', desc: 'Get certified in any CM skill', itemList: [ { name: 'Consumer Psychology: Masters', url: 'https://learn.customermarketingalliance.com/course/consumer-psychology-masters' }, { name: 'Customer Advisory Boards: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-advisory-board-masters' }, { name: 'Customer Research: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-research-certified-masters' }, { name: 'Customer Advocacy: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-advocacy-certified-masters' }, { name: 'Narrative Design: Masters', url: 'https://learn.customermarketingalliance.com/course/narrative-design-masters' }, { name: 'Storytelling: Masters', url: 'https://learn.customermarketingalliance.com/course/storytelling-certified-masters' }, ] }, ] }, { name: 'Resources', itemList: [ { name: 'Content hub', desc: 'Customer marketing insights', url: '/signup', itemList: [ { name: 'Articles', url: '/articles/' }, { name: 'eBook and Playbooks', url: '/ebooks-playbooks/' }, { name: 'Podcasts ', url: 'https://alliance.ghost.io/podcasts/?filter=podcast-filter-community-cma' }, { name: 'Reports', url: '/customer-marketing-alliance-reports/' }, { name: 'Create & contribute', url: '/create-and-contribute/' } ] }, { name: 'Research & reports', desc: 'Industry insights from us', url: '#', itemList: [ { name: 'Customer Marketing Salary and Industry Survey 2024', url: '/customer-marketing-salary-and-industry-report-2024/' }, { name: 'State of Customer Marketing report 2024', url: '/state-of-customer-marketing-report/' }, { name: 'Customer Marketing Salary report 2023/24 ', url: '/customer-marketing-salary-report/' }, { name: 'Report: Aligning customer marketing & success teams', url: '/aligned-customer-teams-report/' }, { name: 'Ones to Watch in 2024', url: 'https://www.customermarketingalliance.com/customer-marketing-ones-to-watch-in-2024/' }, { name: 'Essential elements of a Customer Marketing plan [eBook]', url: '/the-essential-elements-of-a-customer-marketing-plan-ebook/' }, { name: 'Guide to creating a customer reference program', url: '/create-a-best-in-class-customer-reference-program-ebook/' }, ] }, { name: 'Best of the rest', desc: 'Highlights from rest of the site', url: '/', itemList: [ { name: 'Customer Marketing Dispatch', desc: 'Signup to the monthly email', url: '/subscribe-to-customer-marketing-dispatch/' }, { name: 'CMA IQ', desc: 'Benchmark your competencies', url: '/customer-marketing-iq/' }, { name: 'Customer marketing framework', url: '/customer-marketing-framework/' } ] }, ] }, { name: 'Events', itemList: [ { name: 'Virtual events', desc: 'Connecting our global community', url: '#', itemList: [ { name: 'Customer Marketing Connection', desc: 'Webinar', url: '/tag/customer-marketing-connection/' }, { name: 'CMAnow: Live LinkedIn Webinar', desc: 'Webinar', url: '/tag/cmanow/' } ] }, { name: 'In-person', desc: 'Coming up', url: '#', itemList:[ { name: 'Customer Marketing Summit | London', desc: 'December 4', url: 'https://events.customermarketingalliance.com/location/london', }, { name: 'Customer Marketing Summit | New York', desc: 'March 11 & 12', url: 'https://events.customermarketingalliance.com/location/newyork', }, { name: 'Global 2024 Calendar', desc: '2024', url: 'https://events.customermarketingalliance.com/', }, ] }, { name: 'Quick links', desc: 'Plan ahead or catch up', url: '#', itemList: [ { name: 'Catch up OnDemand', url: '/customer-marketing-ondemand/', }, { name: 'Apply to speak at our events', url: '/call-for-speakers-customer-marketing-alliance/', }, { name: 'All events', url: 'https://live.customermarketingalliance.com/' } ] }, ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'Slack community', url: '/join-the-customer-marketing-community/' }, { name: 'Meetups', url: '/cma-customer-marketing-meetups/' }, { name: 'Customer Marketing Alliance LinkedIn', url: 'https://www.linkedin.com/company/customer-marketing-alliance/' }, { name: 'Meet the ambassadors', url: '/meet-the-ambassadors/' } ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'Customer Marketing Alliance Awards 2024 | Finalists', url: 'https://www.customermarketingalliance.com/customer-marketing-awards-finalists/' }, { name: 'Find a mentor', url: 'https://www.customermarketingalliance.com/find-a-customer-marketing-mentor/' }, { name: 'Become a mentor', url: 'https://www.customermarketingalliance.com/become-a-customer-marketing-mentor/' }, { name: 'Become an ambassador', url: '/become-cma-ambassador/' }, { name: 'CMA Awards | Winners | 2023', url: 'https://www.customermarketingalliance.com/customer-marketing-awards-2023-introducing-the-winners/' }, ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '#', itemList: [ { name: 'Mission', url: '/about/' }, { name: 'The team', url: '/meet-the-team/' }, { name: 'Contact', url: '/contact-us/' } ] }, { name: 'Get involved', desc: 'Get your name published', url: '/', itemList: [ { name: 'Create & contribute', url: '/create-and-contribute/' }, { name: 'Apply to speak at our events', url: '/call-for-speakers-customer-marketing-alliance/' }, { name: 'Partner with us', url: '/partner-with-us/' }, ] }] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script> if (window.location.pathname === '/articles/') { document.title = 'Customer marketing articles | Customer Marketing Alliance'; } </script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-article tag-customer-advocacy"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/07/CMA-FULL-SECONDARY-LOGO--ON-WHITE---1--1.png" alt="Customer Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/signup/">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/affiliates-and-referrals/">AFFILIATES AND REFERRALS</a> <a href="/tag/customer-advocacy/">CUSTOMER ADVOCACY</a> <a href="/tag/customer-and-market-research/">CUSTOMER AND MARKET RESEARCH</a> <a href="/tag/customer-collaboration/">CUSTOMER COLLABORATION</a> <a href="/tag/customer-marketing/">CUSTOMER MARKETING</a> <a href="/tag/customer-retention/">CUSTOMER RETENTION</a> <a href="/tag/customer-segmentation/">CUSTOMER SEGMENTATION</a> <a href="/tag/okrs/">OKRs</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/customer-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/CustomerMarket2" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/customermarketingalliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@cm_alliance" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://youtube.com/@customermarketingalliance9422?si=U8Gymp22kYK9ZqTr" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="/join-the-customer-marketing-community/"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-article tag-customer-advocacy "> <section class="post-full-content Article"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-09-24">24 September 2024</time> <span class="reading-time">8 min read</span> </section> <h1 class="post-full-title">Irrational advocacy: What are the drivers of brand loyalty?</h1> <section class="post-full-meta"> <a href="/tag/article/">Article</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/daniel-brian-cobb/"> <img class="author-profile-image" src="/content/images/size/w300/2024/09/daniel-brian-cobb.jpeg" alt="Daniel Brian Cobb" /> <section class="author-card-content"> <h4 class="author-card-name">Daniel Brian Cobb</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/09/What-is-engagement-marketing--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Consumer behavior has become increasingly unpredictable. As a result, the concept of irrational advocacy can be essential to solidify a brand's market position. </p><p><strong>Irrational advocacy</strong>, a term that might seem contradictory, refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning.</p><p>This phenomenon isn't just the satisfaction derived from a product or service. It's the deep emotional connection and sense of identity consumers find in a brand.</p><h2 id="understanding-consumer-emotion-and-decision-making">Understanding consumer emotion and decision-making</h2><h3 id="the-emotional-consumer">The emotional consumer</h3><p>Consumers rarely make decisions on a purely rational basis. Many irrational things, like emotions, can significantly influence purchasing decisions. Humans are <a href="https://www.customermarketingalliance.com/how-to-use-emotional-storytelling-in-marketing/" rel="noreferrer">emotional beings</a> who often rationalize their choices after the fact. Recognizing this can transform how brands approach marketing and <a href="https://www.customermarketingalliance.com/engagement-marketing/" rel="noreferrer">customer engagement</a>.</p><p>For instance, the decision to queue overnight for a new iPhone release, despite owning a perfectly functional previous model. This is driven more by the emotional excitement and belonging to the Apple community than by product features alone.</p><h3 id="brands-as-emotional-catalysts">Brands as emotional catalysts</h3><p>Successful brands like Apple have mastered the art of becoming more than just providers of goods or services. They serve as catalysts for emotional experiences and identity formation. This connection goes beyond the tangible benefits of the product. They work hard to access deeper human needs for belonging, identity, and purpose.</p><h2 id="strategies-for-encouraging-irrational-advocacy">Strategies for encouraging irrational advocacy</h2><h3 id="aligning-with-consumer-values">Aligning with consumer values</h3><p>Chief Marketing Officers (CMOs) looking to cultivate irrational advocacy must start by aligning their <a href="https://www.customermarketingalliance.com/customer-success-values-in-your-product-led-growth-business/" rel="noreferrer">brand's mission and values</a> with those of their target audience. This alignment is not about pandering or superficial branding exercises but about genuine engagement with the issues and values that matter to consumers.</p><p>For example, brands that have taken clear stances on social issues, even at the risk of polarizing their audience, often find a passionate base of supporters who identify strongly with the brand's values.</p><h3 id="leveraging-cause-related-marketing">Leveraging cause-related marketing</h3><p>A powerful strategy for building emotional connections is through cause-related marketing. This approach involves partnering with or supporting causes that resonate with the brand's audience, thereby demonstrating the brand's commitment to more than just profit.</p><p>An illustrative example is the campaign by Hungry Howie's Pizza, which changed its boxes to pink and donated a portion of every sale to breast cancer awareness. This campaign not only boosted sales but also significantly enhanced customer engagement, proving that consumers are eager to support brands that contribute positively to society.</p><h3 id="fostering-community-and-rituals">Fostering community and rituals</h3><p>Creating a sense of community around a brand can also foster irrational advocacy. Brands that succeed in this area often develop rituals or events that allow consumers to actively participate in the brand's culture. </p><p>Chick-fil-A's "Daddy-Daughter Date Night" is a prime example, creating a unique experience that goes beyond the product to celebrate family connections, thereby deepening emotional ties to the brand.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.chick-fil-a.com/stories/family-celebrates-20-years-of-daddy-daughter-nights-at-chick-fil-a?ref=customermarketingalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">20 Years of Date Nights With Dad</div><div class="kg-bookmark-description">Georgia Family Enjoys Chick-fil-A Daddy-Daughter Date Nights</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/apple-touch-icon-1.png" alt=""><span class="kg-bookmark-author">Chick-fil-A</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/79-Hero_01_D-1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="navigating-the-pitfalls">Navigating the pitfalls</h2><h3 id="authenticity-and-trust">Authenticity and trust</h3><p>The quest for irrational advocacy is not without its challenges. <a href="https://www.customermarketingalliance.com/support-your-advocacy-strategy-by-using-authentic-brand-storytelling/" rel="noreferrer">Authenticity and trust</a> are paramount; consumers can easily detect insincerity, which can backfire and damage the brand's reputation. </p><p>Thus, marketers must ensure that their brand's actions and messaging genuinely reflect their stated values and mission.</p><h3 id="the-risks-of-polarization">The risks of polarization</h3><p>Moreover, while taking a stand on social issues can engender deep loyalty, it can also lead to polarization. Brands must carefully consider the implications of aligning with potentially divisive causes, weighing the benefits of passionate advocacy against the risk of alienating other segments of their audience.</p><h2 id="the-future-of-brand-loyalty">The future of brand loyalty</h2><p>Looking forward, irrational advocacy is poised to play an increasingly pivotal role in shaping brand loyalty. In a world where consumers are bombarded with choices and information, those brands that can forge emotional connections and offer a sense of purpose and community will stand out.</p><p>For customer marketers, the challenge lies in navigating the complex landscape of consumer emotions, aligning brand values with those of their customers, and engaging in authentic, value-driven marketing. By doing so, brands can transform their customers into not just consumers but passionate advocates and champions of their brand's mission.</p><h3 id="is-brand-loyalty-irrational">Is brand loyalty irrational?</h3><p>Brand loyalty may seem irrational at first glance, but understanding the emotional factors that drive consumer behavior reveals there is a deeper logic at play. The traditional view of consumers as purely rational decision-makers has given way to insights that emotions significantly influence purchasing decisions.</p><p>Irrational advocacy refers to the unparalleled devotion customers exhibit towards a brand, often surpassing logical reasoning. This is not about mere satisfaction from a product but the deep emotional connection and sense of identity consumers find in a brand. </p><p>Successful brands like Apple have mastered becoming more than just providers of goods - they serve as catalysts for emotional experiences and identity formation that tap into human needs for belonging, identity, and purpose.</p><p>While it may look irrational to queue overnight for a new iPhone when one's current model works perfectly fine, the underlying emotional excitement and feeling of belonging to the Apple community provide the true motivation. Brand loyalty driven by these powerful emotional factors is not irrational when you understand the psychology behind it.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/appreciating-your-audience-why-understanding-consumer-psychology-is-important/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Appreciating your audience: Why understanding consumer psychology is important</div><div class="kg-bookmark-description">Consumer psychology is understanding why we buy and consume. This includes choices we make, how we make them, what influences us, whether we purchase something or not, how social dynamics play a role, and much more.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-4.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Alex Chahin</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/milad-fakurian-58Z17lnVS4U-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>The key for brands is aligning their mission and values authentically with those of their target consumers. This genuine engagement, coupled with strategies like cause-related marketing and fostering communities with brand rituals, allows brands to forge profound emotional connections. </p><p>These connections transform customers into passionate advocates who identify with the brand's purpose beyond just the product itself.</p><p>So in summary, what may seem like irrational loyalty on the surface emerges from brands skillfully appealing to and aligning with the core emotional needs of their customers. It's not irrational from the consumer's perspective but rather reflects a deeper psychological logic that savvy brands can harness to build powerful advocacy.</p><h3 id="what-is-brand-advocacy">What is brand advocacy?</h3><p>Brand advocacy refers to the unparalleled <a href="https://www.customermarketingalliance.com/navigating-the-post-sale-landscape-key-strategies-for-customer-loyalty/" rel="noreferrer">devotion and loyalty</a> exhibited by customers towards a brand, often transcending logical reasoning. It is rooted in the deep emotional connection and sense of identity that consumers forge with a brand - going far beyond mere satisfaction with a product or service.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/customer-satisfaction-isnt-customer-loyalty-why-the-difference-matters/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer satisfaction isn’t customer loyalty. Why the difference matters.</div><div class="kg-bookmark-description">As long as your customers are happy it doesn’t matter whether you use the term customer satisfaction or customer loyalty to explain how they feel about your company, right? Not necessarily. These terms are often used interchangeably and they really shouldn’t be. Here’s why.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-5.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Lisa Masiello</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/bruce-mars-AndE50aaHn4-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p></p><p>In essence, brand advocates are passionate supporters who strongly identify with a brand's mission, values, and purpose. They do not view the brand solely as a provider of goods but as a catalyst for emotional experiences that tap into core human needs for belonging, identity, and meaning.</p><p>Brand advocacy manifests in behaviors like customers queuing overnight for a new product launch, actively participating in brand communities and rituals, and evangelizing the brand to friends and family. The impetus is not just the functional benefits but the excitement, sense of community, and alignment of personal values with the brand.</p><p>For example, Apple has cultivated legions of ardent brand advocates who identify deeply with the brand's spirit of innovation, design, and counterculture ethos. Their loyalty stems as much from the emotional resonance as the quality of Apple's products themselves.</p><p>This phenomenon of irrational advocacy is driven by brands that genuinely connect with the core values, passions, and identity needs of their target consumers. Through strategies like authentic brand purpose alignment, cause marketing, and fostering brand communities, companies can transform customers into impassioned champions of their mission who transcend the role of mere consumers.</p><p>So in summary, brand advocacy is the powerful devotion and zeal customers feel towards a brand when it becomes an emblem of their identity, values, and aspirations - resulting in fierce loyalty that may appear irrational on the surface but emerges from a brand's ability to forge profound emotional connections.</p><h3 id="why-is-advocacy-important-for-brands">Why is advocacy important for brands?</h3><p>In today's crowded marketplace where consumers are inundated with choices, brand advocacy has become critical for solidifying a brand's market position and driving sustainable loyalty. Irrational advocacy - the deep emotional devotion customers feel towards a brand that transcends logical reasoning - is a powerful force that successful companies can leverage.</p><p>The importance lies in advocacy's ability to forge profound, lasting connections with customers that go far beyond satisfaction with the product or service alone. Brand advocates don't just use and appreciate a brand, they strongly identify with its values, purpose, and the emotional experiences it catalyzes. </p><p>This sense of shared identity breeds fierce loyalty and advocacy that money can't buy through traditional marketing tactics.</p><p>Brand advocates serve as passionate evangelists, amplifying the brand's message and bringing in new customers through authentic word-of-mouth based on their own zeal. The unpaid endorsement from trusted voices carries immense influence in today's landscape of eroded trust in advertising. </p><p>Moreover, devoted brand advocates exhibit remarkable behaviors like lining up for product launches or actively participating in brand communities and rituals - solidifying their identity as part of the brand tribe.</p><p>Looking forward, brands that can cultivate this level of advocacy by genuinely connecting with the emotional needs and values of their target consumers will gain a formidable competitive edge. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/5-types-of-consumers-to-market-for/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">5 types of consumers to market for</div><div class="kg-bookmark-description">When it comes to marketing, businesses often target different types of consumers based on their behaviors, preferences, and characteristics. It’s essential to conduct thorough market research to identify the various types of customers that are relevant to your business.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-6.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/spencer-davis-vJsj-hgOEG0-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>In an age where humans crave belonging and meaning, the companies that deliver on those deeper needs through authentic brand purpose and community will be rewarded with customers transformed into impassioned champions of their mission.</p><p>For customer marketers, the importance of brand advocacy lies in its unique capacity to engender resilient, long-term loyalty that creates marketing multiplicative effects. </p><p>By focusing on fostering profound emotional connections, brands can elevate customers from transactional consumers to vested partners invested in the brand's success on a personal level. This is the foundation of future-proofing a devoted customer base that will serve as an invaluable asset.</p><hr><p><strong>What does irrational advocacy mean for you industry? And are you taking steps to cultivate and harness it? </strong></p><p><strong>Let us know, join the conversation with marketing leaders around the world on the </strong><a href="https://www.customermarketingalliance.com/join-the-customer-marketing-community/?_gl=1*1je6n8w*_up*MQ..*_ga*MTM5MDY1NTgwNy4xNzI3MjE4NDAy*_ga_ENBEF4TD6M*MTcyNzIxODQwMS4xLjAuMTcyNzIxODQwMS4wLjAuMA.." rel="noreferrer"><strong>Customer Marketing Alliance Community Slack</strong></a><strong> channel.</strong></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/daniel-brian-cobb/"> <img class="author-profile-image" src="/content/images/size/w300/2024/09/daniel-brian-cobb.jpeg" alt="Daniel Brian Cobb" /> <section class="author-card-content"> <h4 class="author-card-name">Daniel Brian Cobb</h4> <p>As its CEO and Chief Strategy Officer, Daniel Cobb co-founded Daniel Brian Advertising on a vision for purpose-driven marketing.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/article/">Article</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/great-referral-programs/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/CMA_Website_Article_Images_Doodles--6-.jpg" alt="10 examples of great referral programs to inspire you" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/great-referral-programs/"> <header class="post-card-header"> <h2 class="post-card-title">10 examples of great referral programs to inspire you</h2> </header> <section class="post-card-excerpt"> <p>We live in a hyper-consumer-driven world where companies bombard us with endless ads and promotional content. Referral programs encourage customers to refer friends, family or colleagues often offering rewards like discounts or credits....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Revolutionizing-storytelling-through-remote-video-capture.png" alt="Revolutionizing storytelling through remote video capture" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <header class="post-card-header"> <h2 class="post-card-title">Revolutionizing storytelling through remote video capture</h2> </header> <section class="post-card-excerpt"> <p>Revolutionizing storytelling through video is about more than just crafting compelling content—it’s about connection, authenticity, and relevance. In this article, discover practical tips on using video as a powerful storytelling tool....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/the-persona-first-problem/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/The-persona-first-problem.png" alt="The persona first problem" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/the-persona-first-problem/"> <header class="post-card-header"> <h2 class="post-card-title">The persona first problem</h2> </header> <section class="post-card-excerpt"> <p>Personas are a core part of marketing strategies. This article explores the challenges that come with an overreliance on personas and introduces an alternative perspective....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">12 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">Irrational advocacy: What are the drivers of brand loyalty?</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=Irrational%20advocacy%3A%20What%20are%20the%20drivers%20of%20brand%20loyalty%3F&url=https://www.customermarketingalliance.com/irrational-advocacy-what-are-the-drivers-of-brand-loyalty/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/irrational-advocacy-what-are-the-drivers-of-brand-loyalty/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/irrational-advocacy-what-are-the-drivers-of-brand-loyalty/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=49cb5bde65" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. We want to provide those in customer marketing positions with the resources and information they need to fulfill their potential. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/customer-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/CustomerMarket2 " target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/customermarketingalliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@cm_alliance" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://youtube.com/@customermarketingalliance9422?si=U8Gymp22kYK9ZqTr" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="/join-the-customer-marketing-community/" target="_blank"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/create-and-contribute/">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner-with-us/">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about/">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/contact-us/">Contact</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/articles">Articles</a></li> <li class="nav-tag" role="menuitem"><a href="/subscribe-to-customer-marketing-dispatch/">Newsletter</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-advisory-board" role="menuitem"><a href="/signup">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/join-the-customer-marketing-community/">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/affiliates-and-referrals/">AFFILIATES AND REFERRALS</a> <a href="/tag/customer-advocacy/">CUSTOMER ADVOCACY</a> <a href="/tag/customer-and-market-research/">CUSTOMER AND MARKET RESEARCH</a> <a href="/tag/customer-collaboration/">CUSTOMER COLLABORATION</a> <a href="/tag/customer-marketing/">CUSTOMER MARKETING</a> <a href="/tag/customer-retention/">CUSTOMER RETENTION</a> <a href="/tag/customer-segmentation/">CUSTOMER SEGMENTATION</a> <a href="/tag/okrs/">OKRs</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script>  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-56ZBHT3" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <script> var beamer_config = { product_id : 'EGYSeqmT47008',//DO NOT CHANGE: This is your product code on Beamer selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script>  <script> (function() { function attachClickListeners(iframe) { const frameContent = iframe.contentDocument; const toggleParent = frameContent.querySelector(".gh-portal-products-pricetoggle"); if(!toggleParent) { console.error("Could not find any toggle parent"); return; } toggleParent.addEventListener("click", function (event) { if (event.target.matches(".gh-portal-btn")) { setTimeout(function () { setPortalPricing(iframe); }, 30); } }); } function setPortalPricing(iframe) { const frameContent = iframe.contentDocument; const productCards = frameContent.querySelectorAll(".gh-portal-product-card"); if(!productCards.length) { console.error("Could not find any product cards"); return; } // Cache the active buttons const monthlyBtnActive = frameContent.querySelector('[data-test-button="switch-monthly"].gh-portal-btn.active') != null; const yearlyBtnActive = frameContent.querySelector('[data-test-button="switch-yearly"].gh-portal-btn.active') != null; // Map for product display mode const productDisplayMode = { 'Pro+ membership': monthlyBtnActive ? 'none' : 'flex', 'Free': yearlyBtnActive ? 'none' : 'flex' }; productCards.forEach(function (element) { const productNameElement = element.querySelector(".gh-portal-product-name"); if(!productNameElement) { console.error("Could not find product name element in ", element); return; } const productName = productNameElement.textContent; console.log("productName", productName); element.style.display = productDisplayMode[productName] || 'flex'; }); } let intervalId; function callPortalIframe() { let portalIframe = document.querySelector("#ghost-portal-root iframe"); if (portalIframe) { portalIframe.addEventListener('load', function() { setPortalPricing(portalIframe); attachClickListeners(portalIframe); console.log("Pricing set and listeners attached"); // listen to event click on button const viewPlansButton = portalIframe.contentDocument.querySelector( '.gh-portal-btn-main.gh-portal-btn-primary[data-test-button="view-plans"]' ); if (viewPlansButton) { console.log(viewPlansButton); console.log("viewPlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=49cb5bde65"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

Irrational advocacy: What are the drivers of brand loyalty?