Citation:
Adrian Payne, Kaj Storbacka, Pennie Frow, Simon Knox, Co-creating brands: Diagnosing and designing the relationship experience, Journal of Business Research, Volume 62, Issue 3, Advances in Brand Management, March 2009, Pages 379-389
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 ne