Brand Co-Creation: Exploring Active Customer Participation
dc.contributor.advisor | Grace, Debra | |
dc.contributor.author | France, Cassandra | |
dc.date.accessioned | 2018-01-23T02:29:36Z | |
dc.date.available | 2018-01-23T02:29:36Z | |
dc.date.issued | 2017 | |
dc.identifier.doi | 10.25904/1912/3839 | |
dc.identifier.uri | http://hdl.handle.net/10072/366440 | |
dc.description.abstract | In the contemporary business environment, brand management forms a major focus in successful firms. However, modern brand management is characterised by the decentralisation of control of the brand. In this environment, the brand is now influenced by a range of stakeholders. In particular, the active customer increasingly plays an instrumental role in brand performance. Thus, the customer now co-creates the brand. While the customer has assumed control, understanding of the customer contribution is in its infancy. Service-dominant logic continues to be refined (Grönroos, 2008, 2011; Grönroos & Voima, 2013; Vargo & Lusch, 2004, 2008, 2016; Vargo, Maglio, & Akaka, 2008), offering a high (macro) level view of the phenomenon. Managerial frameworks have emerged (Gyrd-Jones & Kornum, 2013; Hatch & Schultz, 2010; Payne, Storbacka, & Frow, 2008; Payne, Storbacka, Frow, & Knox, 2009), providing a new level of detail at a less abstract (meso) level and enabling the process of co-creation to be examined. Yet, understanding of co-creation at an individual (micro) level remains underexplored. Specifically, understanding the impact of co-creation upon the co-creator (i.e., the customer), has not been addressed. | |
dc.language | English | |
dc.publisher | Griffith University | |
dc.publisher.place | Brisbane | |
dc.rights.copyright | The author owns the copyright in this thesis, unless stated otherwise. | |
dc.subject.keywords | Brand management | |
dc.subject.keywords | Customer brand co-creation behaviour | |
dc.subject.keywords | Customer participation | |
dc.subject.keywords | Brand creation | |
dc.title | Brand Co-Creation: Exploring Active Customer Participation | |
dc.type | Griffith thesis | |
dc.date.embargoEnd | 2018-03-08 | |
gro.faculty | Griffith Business School | |
gro.rights.copyright | The author owns the copyright in this thesis, unless stated otherwise. | |
gro.hasfulltext | Full Text | |
dc.contributor.otheradvisor | Griffin, Deborah | |
gro.identifier.gurtID | gu1499999287278 | |
gro.thesis.degreelevel | Thesis (PhD Doctorate) | |
gro.thesis.degreeprogram | Doctor of Philosophy (PhD) | |
gro.department | Griffith Business School | |
gro.griffith.author | France, Cassandra |
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