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Co-creating brands: Diagnosing and designing the relationship experience

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  • Payne, Adrian
  • Storbacka, Kaj
  • Frow, Pennie
  • Knox, Simon
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    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 new product.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 3 (March)
    Pages: 379-389

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:379-389

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Co-creation Brand Experience Service-dominant logic Brand relationship experience;

    References

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    1. Smit, Edith & Bronner, Fred & Tolboom, Maarten, 2007. "Brand relationship quality and its value for personal contact," Journal of Business Research, Elsevier, vol. 60(6), pages 627-633, June.
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    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    5. Knox, Simon & Maklan, Stan, 2004. "Corporate Social Responsibility:: Moving Beyond Investment Towards Measuring Outcomes," European Management Journal, Elsevier, vol. 22(5), pages 508-516, October.
    6. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
    7. Vanitha Swaminathan & Karen L. Page & Zeynep Grhan-Canli, 2007. ""My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 248-259, 05.
    8. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    9. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
    10. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    11. Glen L. Urban & Eric von Hippel, 1988. "Lead User Analyses for the Development of New Industrial Products," Management Science, INFORMS, vol. 34(5), pages 569-582, May.
    12. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
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    Citations

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    Cited by:
    1. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    2. Ngo, Liem Viet & O'Cass, Aron, 2013. "Innovation and business success: The mediating role of customer participation," Journal of Business Research, Elsevier, vol. 66(8), pages 1134-1142.
    3. Gupta, Suraksha & Kumar, V., 2013. "Sustainability as corporate culture of a brand for superior performance," Journal of World Business, Elsevier, vol. 48(3), pages 311-320.
    4. Charters, Steve & Spielmann, Nathalie, 2014. "Characteristics of strong territorial brands: The case of champagne," Journal of Business Research, Elsevier, vol. 67(7), pages 1461-1467.
    5. Hu, Nan & Liu, Ling & Tripathy, Arindam & Yao, Lee J., 2011. "Value relevance of blog visibility," Journal of Business Research, Elsevier, vol. 64(12), pages 1361-1368.
    6. Nambisan, Priya & Watt, James H., 2011. "Managing customer experiences in online product communities," Journal of Business Research, Elsevier, vol. 64(8), pages 889-895, August.
    7. Tsai, Shu-pei, 2011. "Fostering international brand loyalty through committed and attached relationships," International Business Review, Elsevier, vol. 20(5), pages 521-534, October.
    8. Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    9. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
    10. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    11. da Silveira, Catherine & Lages, Carmen & Simões, Cláudia, 2013. "Reconceptualizing brand identity in a dynamic environment," Journal of Business Research, Elsevier, vol. 66(1), pages 28-36.
    12. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.

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