The COBRA Approach to Branding

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Sarah Daghman
Lecturer, Russian Federation
Interactive and social media websites such as Facebook, YouTube, and Twitter provide unlimited means for internet users to interact, express, share, and create content about anything, including brands. In order to keep pace with these connected, active, and highly empowered consumers, brand managers need a comprehensive and deep understanding of what motivates Consumers' Online Brand-Related Activities (COBRA) while trying to appreciate the appeal that brand engagement on social media has for consumers. What is the COBRA Branding Model? The concept COBRA concept is "a behavioral construct which provides a simple but comprehensive unifying framework to view consumers' engagement with brand-related content on social media platforms along a continuum of varying kinds and degrees of activity. The activities include many different things, like talking about your brand on Twitter and uploading pictures of their new sneakers they just bought to Facebook. (...) Read more? Sign up for free

  Jaap de Jonge
Editor, Netherlands
 

COBRA Approach for Branding and Internet Activities

Indeed in general we can group internet users into (...)

 

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