dc.contributor.author |
Payne, A |
en |
dc.contributor.author |
Storbacka, Kaj |
en |
dc.contributor.author |
Frow, P |
en |
dc.contributor.author |
Knox, S |
en |
dc.contributor.editor |
Woodside, A |
en |
dc.date.accessioned |
2012-02-12T20:58:52Z |
en |
dc.date.issued |
2009 |
en |
dc.identifier.citation |
Journal of Business Research 62(3):379-389 2009 |
en |
dc.identifier.issn |
0148-2963 |
en |
dc.identifier.uri |
http://hdl.handle.net/2292/11158 |
en |
dc.description.abstract |
The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1–17.]. 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, C.K., The cocreation of value. J Mark 2004; 68 (1): 23.]. 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. |
en |
dc.language |
English |
en |
dc.publisher |
Elsevier Inc. |
en |
dc.relation.ispartofseries |
Journal of Business Research |
en |
dc.rights |
Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from: http://www.sherpa.ac.uk/romeo/issn/0148-2963/ |
en |
dc.rights.uri |
https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm |
en |
dc.subject |
Co-creation |
en |
dc.subject |
Brand |
en |
dc.subject |
Experience |
en |
dc.subject |
Service-dominant logic |
en |
dc.subject |
Brand relationship experience |
en |
dc.title |
Co-creating brands: diagnosing and designing the relationship experience |
en |
dc.type |
Journal Article |
en |
dc.identifier.doi |
10.1016/j.jbusres.2008.05.013 |
en |
pubs.issue |
3 |
en |
pubs.begin-page |
379 |
en |
pubs.volume |
62 |
en |
dc.rights.holder |
Copyright: Elsevier Inc. |
en |
pubs.end-page |
389 |
en |
dc.rights.accessrights |
http://purl.org/eprint/accessRights/RestrictedAccess |
en |
pubs.subtype |
Article |
en |
pubs.elements-id |
290778 |
en |
pubs.org-id |
Business and Economics |
en |
pubs.org-id |
Graduate School of Management |
en |
pubs.record-created-at-source-date |
2012-02-10 |
en |