Maslowska, E., Malthouse, E. C., & Collinger, T. (2017). How customers engage with brands: A new framework. Advances in Advertising Research (Vol. VII), 231–243. doi:10.1007/978-3-658-15220-8_17

Abstract: Marketers’ and advertisers’ thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).

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