Enlightening the brand building–audience response link

Abstract In an era where brands try to generate strong and positive consumer responses in uncertain, complex, unpredictable, fast-changing environment, understanding the mechanism that brand signals turn external audiences’ has become ever more important. Using as a context service brands, given their complexity, this work aims update inform existing knowledge on building practices, audience-processing brand-related action link. The proposed conceptual audience response framework is based extensive review of management services marketing academic collected examined aiming to: (a) synthesise somewhat dispersed literature firms’ link reported both streams (b) identify relevant trends audience-processing/responding. introduced comprises three components (the chain, influencing factors feedback loops), provides good, contemporary overview full identity co-creation process potential behavioural unfolds avenues for future research.