Service-Dominant (S-D) logic has sparked a renewed conceptualization of brands, which are considered as experiential processes co-created by service system actors. Drawing on this S-D logic-based reconceptualization of brands, in conjunction with the Organic view of the Brand (OVB), we offer insight into the deployment of value co-creation as a strategic tool for developing intangible brand assets. We also outline specific actors' brand-related resource contributions that are conducive to value co-creation's development. Based on these analyses, we propose a conceptual framework that highlights relevant service system actors' brand-related contributions in co-creating the key intangible brand assets of brand heritage, brand identity, and brand meaning. We conclude by pointing out important implications that arise from these analyses.
Institutional Login
Log in with Open Athens, Shibboleth, or your institutional credentials
Personal login
Log in with your Elgar Online account
-
Front Matter
-
Part I: THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION
-
Part II: CO-CREATION OF INTANGIBLE BRAND ASSETS
-
Part III: CO-CREATION OF BRAND OFFERINGS
-
Part IV: ETHICAL IMPLICATIONS OF BRAND CO-CREATION
-
Part V: CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION
-
Part VI: CASE STUDIES ON BRAND CO-CREATION
