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

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dc.contributor.authorPayne, Adrian-
dc.contributor.authorStorbacka, Kaj-
dc.contributor.authorFrow, Pennie-
dc.contributor.authorKnox, Simon-
dc.date.accessioned2011-06-24T23:14:39Z
dc.date.available2011-06-24T23:14:39Z
dc.date.issued2009-03-01T00:00:00Z-
dc.description.abstractThe 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 neen_UK
dc.identifier.citationAdrian 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 379-389en_UK
dc.identifier.issn0148-2963-
dc.identifier.urihttp://dx.doi.org/10.1016/j.jbusres.2008.05.013-
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/3230
dc.language.isoen_UKen_UK
dc.publisherElsevier Science B.V., Amsterdam.en_UK
dc.subjectCo-creationen_UK
dc.subjectBranden_UK
dc.subjectExperienceen_UK
dc.subjectService-dominant logicen_UK
dc.subjectBrand relationship experienceen_UK
dc.titleCo-creating brands: Diagnosing and designing the relationship experience.en_UK
dc.typeArticleen_UK

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