explain briefly

5 A's Adoption Customer A2 A3 A4 Path Pre- AWARE ATTITUDE ACT ACT AGAIN Connectivity Era Shift Shift #1 #2 In the pre-connectivity era, an individual customer determines his/her own attitude toward a In the pre-connectivity era, loyalty is often brand; in the connectivity era, the initial appeal defined as retention and repurchase; in of a brand is influenced by the "community" the connectivity era, loyalty is ultimately surrounding the customer to determine the defined as willingness to advocate a brand. final attitude. A2 A3 A5 Customer Path in AWARE APPEAL ASK ACT ADVOCATE Connectivity Era With it comes to understanding brands, customers now actively connect with one another, building ask-and-advocate relationship; depending on the bias during the conversation, the connection either strengthens or weakens the brand appeal. Shift #3\f