Please use this identifier to cite or link to this item:
http://hdl.handle.net/1942/14920
Title: | Communicating value from a service dominant logic perspective: the explicitness of the customer's resource integrating role in advertising | Authors: | LEROI-WERELDS, Sara STREUKENS, Sandra MERKEN, Anne JANSSENS, Wim |
Issue Date: | 2013 | Source: | Proceedings of the 2013 EMAC Conference, p. 395-395 | 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. | Keywords: | service logic; resource integration; value proposition | Document URI: | http://hdl.handle.net/1942/14920 | Category: | C1 | Type: | Proceedings Paper |
Appears in Collections: | Research publications |
Show full item record
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.