From goods to service branding

2009-03-01articleMarketing Theory88 citationsclosed

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Service and Product Innovation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

With a growing recognition of the importance of a service orientation to marketing, the emphasis shifts to understanding the nature of value propositions and how this leads to the creation of customer experiences and value-in-use. Within this new perspective the brand functions both as an entity and a process. A theoretical framework is developed that provides this broader integrative perspective.

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References

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2020Validating a consumer-based service brand equity (CBSBE) model in the airline industry

2014Value co-creation between the ‘inside’ and the ‘outside’ of a company

2018Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector

2021Service products and productization

2021The experience – economy revisited: an interdisciplinary perspective and research agenda