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The evolving brand logic: a service-dominant logic perspective
Volume: 37, Issue: 3, Pages: 328 - 344
Published: Apr 24, 2009
Abstract
The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic...
Paper Details
Title
The evolving brand logic: a service-dominant logic perspective
Published Date
Apr 24, 2009
Volume
37
Issue
3
Pages
328 - 344
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