Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm

2007-06-07chapterResearch in consumer behavior118 citationsclosed

No readable copy stored yet — this record is metadata only.

Consumer Behavior in Brand Consumption and Identification Management and Organizational Studies Service and Product Innovation

Abstract

The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by Vargo and Lusch in a series of publications (Vargo & Lusch, 2004, 2006a, 2006b). I begin by discussing why this alliance makes sense. To do this, I review the CCT roots of several foundational propositions for the S-D logic Vargo and Lusch (2004) offer. Then I offer a suggestion for rethinking the notion of consumer itself. And finally, I discuss some potential changes in preferred constructs that I believe are necessary to fulfill the theoretical promise of the CCT perspective, and follow on from embracing a CCT/S-D perspective.

Citations in this library

Stored only when both papers are in the corpus — 118 citations exist upstream.

References

2003Evolving to a New Dominant Logic for Marketing

2004Co-creation experiences: The next practice in value creation

1986The Social Life of Things

1986The cultural biography of things: commoditization as process

2005Consumer Culture Theory (CCT): Twenty Years of Research

1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

2002Building Brand Community

1986Sweetness and Power: The Place of Sugar in Modern History

Cited by

2010Problematizing the Concept of Tourism Destination: An Analysis of Different Theoretical Approaches

2016How context shapes value co-creation: spectator experience of sport events

2020Co-creation in tourism: a systematic mapping study

2020Service-dominant logic

2010Opportunism in Co-Production: Implications for Value Co-Creation

2013‘It’s not us, it’s them!’ – Rethinking value co-creation among multiple actors

2015Introduction: Consumer Culture Theory: Ten Years Gone (and Beyond)

2023Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline