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Showing 1 to 2 of 2 for “"Service Dominant Logic of Marketing"”.
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Brand Community: Expertise heterogeneity and behavioural intentions
The purpose of this dissertation is to demonstrate how individual consumers are able to interact among themselves inside the collective virtual community of consumption in order to co-create value. By using the concepts of resources from the Service Dominant Logic of Marketing, heterogeneity from …
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Identifying the Processes of Value Co-Creation
… to address the issues pertaining practicalities of value co-creation from the perspective of Service-Dominant Logic (S-D) of Marketing. Using an interpretive strategy and case study method, this study responds to the call for empirical treatment of Service-Dominant Logic conceptualization. This …