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Co-creating brands: Diagnosing and designing the relationship experience (2009)
| Content Provider | CiteSeerX |
|---|---|
| Author | Payne, Adrian Storbacka, Kaj Frow, Pennie Knox, Simon |
| Abstract | two anonymous reviewers and the Special Issue Co-editors for their helpful comments on earlier versions of this article. 1Abstract The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic (Vargo and Lusch, 2004). One of the key foundational propositions of this logic is the customer as “always being a co-creator of value ” where “the brand becomes the experience ” (Prahalad, 2004). In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience. Case study research illustrates how this model helps in the design and management of the brand relationship experience for an innovative new product. |
| File Format | |
| Journal | Journal of Business Research |
| Language | English |
| Publisher Date | 2009-01-01 |
| Access Restriction | Open |
| Subject Keyword | Co-creating Brand Relationship Experience Brand Relationship Experience Service-dominant Logic Anonymous Reviewer New Service-dominant Logic Innovative New Product Special Issue Co-editors Conceptual Model Helpful Comment Key Foundational Proposition Traditional Goods-dominant Logic Customer Experience |
| Content Type | Text |
| Resource Type | Article |
