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Title: Communicating value from a service dominant logic perspective: the explicitness of the customer's resource integrating role in advertising
Authors: LEROI-WERELDS, Sara 
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
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Category: C1
Type: Proceedings Paper
Appears in Collections:Research publications

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