From goods to service branding: An integrative perspective

被引：44

作者：

Brodie, Roderick J. ^{[1
]}

机构：

[1] Univ Auckland, Dept Mkt, Sch Business, Auckland 1, New Zealand

来源：

MARKETING THEORY | 2009年 / 9卷 / 01期

关键词：

brand; customer experience; integrative perspective; service marketing; value creation; DOMINANT LOGIC;

D O I：

10.1177/1470593108100064

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：107 / 111

页数：5

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