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dc.contributor.advisorGrace, Debra
dc.contributor.authorFrance, Cassandra
dc.date.accessioned2018-01-23T02:29:36Z
dc.date.available2018-01-23T02:29:36Z
dc.date.issued2017
dc.identifier.doi10.25904/1912/3839
dc.identifier.urihttp://hdl.handle.net/10072/366440
dc.description.abstractIn 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.languageEnglish
dc.publisherGriffith University
dc.publisher.placeBrisbane
dc.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
dc.subject.keywordsBrand management
dc.subject.keywordsCustomer brand co-creation behaviour
dc.subject.keywordsCustomer participation
dc.subject.keywordsBrand creation
dc.titleBrand Co-Creation: Exploring Active Customer Participation
dc.typeGriffith thesis
dc.date.embargoEnd2018-03-08
gro.facultyGriffith Business School
gro.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
gro.hasfulltextFull Text
dc.contributor.otheradvisorGriffin, Deborah
gro.identifier.gurtIDgu1499999287278
gro.thesis.degreelevelThesis (PhD Doctorate)
gro.thesis.degreeprogramDoctor of Philosophy (PhD)
gro.departmentGriffith Business School
gro.griffith.authorFrance, Cassandra


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