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Co-creating brands: Diagnosing and designing the relationship experience.

By Adrian Payne, Kaj Storbacka, Pennie Frow and Simon Knox

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 co-creation 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 n

Topics: Co-creation, Brand, Experience, Service-dominant logic, Brand relationship experience
Publisher: Elsevier Science B.V., Amsterdam.
Year: 2009
DOI identifier: 10.1016/j.jbusres.2008.05.013
OAI identifier: oai:dspace.lib.cranfield.ac.uk:1826/3230
Provided by: Cranfield CERES
Journal:

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