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Please use this identifier to cite or link to this item: http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17887
Title: Co-creation of intangible brand assets: an integrative S-D logicorganic view of brand-based conceptual framework
Authors: Goyal, Praveen
Keywords: Management
Service-Dominant (S-D)
Brand heritage
Issue Date: Mar-2022
Publisher: Elgar Online
Abstract: 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.
URI: https://www.elgaronline.com/edcollchap/edcoll/9781839105418/9781839105418.00014.xml
http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17887
Appears in Collections:Department of Management

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