Communicating value from a service dominant logic perspective: the explicitness of the customer's resource integrating role in advertising

Abstract

Recent research in marketing in general and service logic in particular has indicated that the customer is responsible for his own value creation. The customer has to integrate the resources provided by the firm (goods, services) with other resources by applying his own skills. The customer thus acts as a resource integrator. This paper examines the effects of explicitly stating this customer’s resource integrating role in the advertised message. The results of this study show that the inclusion of the resource integrating role of the customer in the ad ultimately enhances ad attitude, brand attitude and purchase intention.