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Type: Journal article
Title: From goods to service branding: an integrative perspective
Author: Brodie, R.
Citation: Marketing Theory: an international review, 2009; 9(1):107-111
Publisher: Sage Publications
Issue Date: 2009
ISSN: 1470-5931
Statement of
Roderick J. Brodie
Abstract: 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.
Keywords: brand; customer experience; integrative perspective; service marketing; value creation
Rights: Copyright © 2009 SAGE
DOI: 10.1177/1470593108100064
Appears in Collections:Aurora harvest 7
Business School publications

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