From goods to service branding: an integrative perspective
Date
2009
Authors
Brodie, R.
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Journal article
Citation
Marketing Theory: an international review, 2009; 9(1):107-111
Statement of Responsibility
Roderick J. Brodie
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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.
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Copyright © 2009 SAGE