TITLE:
Service Branding: A Perspective of Value Co-Creation Orientation
AUTHORS:
Tianze Li, Haiying Wei
KEYWORDS:
Service Branding, S-D Logic, Value Co-Creation, Brand Building
JOURNAL NAME:
Journal of Service Science and Management,
Vol.11 No.2,
April
28,
2018
ABSTRACT: This paper gives a general thinking for service branding through the perspective of value co-creation orientation. Firstly, the paper reviews the background of service branding from service marketing and product brand. And then the paper discusses the process of service branding in ways of different models. The perspective of value co-creation orientation comes from S-D logic. Based on the changing from goods dominant logic to S-D logic, service branding process has been changed into different parts. We have a further discussion on this perspective and give some further research directions in order to enrich this area.