Brodie, R.2014-09-032014-09-032009Marketing Theory: an international review, 2009; 9(1):107-1111470-59311741-301Xhttp://hdl.handle.net/2440/84900With 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.enCopyright © 2009 SAGEbrand; customer experience; integrative perspective; service marketing; value creationJournal article002013845910.1177/14705931081000642-s2.0-6184911371314352