Skip to main content
SpringerLink
Log in

The evolving brand logic: a service-dominant logic perspective

  • Conceptual/Theoretical Paper
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Aaker, D. A. (1996). Building Strong Brands. New York, NY: The Free Press.

    Google Scholar 

  • Aaker, J. L. (1997). Dimensions of Brand Personality. JMR, Journal of Marketing Research, 34(3), 347–356. doi:10.2307/3151897.

    Article  Google Scholar 

  • Achrol, R. S., & Kotler, P. (1999). Marketing in the Network Economy. Journal of Marketing, 63(4), 46–163.

    Google Scholar 

  • Agrawal, M., & Raghav Rao, H. (1996). An Empirical Comparison of Consumer-Based Measures of Brand Equity. Marketing Letters, 7(3), 237–247. doi:10.1007/BF00435740.

    Article  Google Scholar 

  • Ailawadi, K. L., Neslin, S. A., & Lehmann, D. R. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 67(4), 1–17. doi:10.1509/jmkg.67.4.1.18688.

    Article  Google Scholar 

  • Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19–34. doi:10.1509/jmkg.69.3.19.66363.

    Article  Google Scholar 

  • Ambler, T., & Barwise, P. (1998). The Trouble with Brand Valuation. Journal of Brand Management, 5, 367–377.

    Google Scholar 

  • Armstrong, G., & Kotler, P. (2006). Marketing: An Introduction. Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. The Journal of Consumer Research, 31(4), 868–882. doi:10.1086/426626.

    Article  Google Scholar 

  • Ballantyne, D., & Aitken, R. (2007). Branding in B2B Markets: Insights From the Service-Dominant Logic of Marketing. Journal of Business and Industrial Marketing, 22(6), 363–371. doi:10.1108/08858620710780127.

    Article  Google Scholar 

  • Batra, R., Lehmann, D. R., & Singh, D. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. In D. A. Aaker & A. Biel (Eds.), Brand Equity and Advertising. Hillsdale, NJ: Erlbaum.

    Google Scholar 

  • Belk, R. W. (1988). Possessions and the Extended Self. The Journal of Consumer Research, 15(2), 139–168. doi:10.1086/209154.

    Article  Google Scholar 

  • Belk, R. W., Bahn, K. D., & Mayer, R. N. (1982). Developmental Recognition of Consumption Symbolism. The Journal of Consumer Research, 9(1), 4–17. doi:10.1086/208892.

    Article  Google Scholar 

  • Bendapudi, N., & Leone, R. P. (2003). Psychological Implications of Customer Participation in Co-Production. Journal of Marketing, 67, 14–28. doi:10.1509/jmkg.67.1.14.18592.

    Article  Google Scholar 

  • Bengtsson, A., & Servais, P. (2005). Co-Branding on Industrial Markets. Industrial Marketing Management, 34, 706–713. doi:10.1016/j.indmarman.2005.06.004.

    Article  Google Scholar 

  • Berry, L. L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128–137. doi:10.1177/0092070300281012.

    Article  Google Scholar 

  • Blattberg, R. C., & Deighton, J. (1996). Manage Marketing by the Customer Equity Test. Harvard Business Review, 74(4), 136–144.

    Google Scholar 

  • Brodie, R. J. (2009). From Goods to Service Branding: An Integrative Perspective. Marketing Theory, 9(1), 103–107.

    Google Scholar 

  • Brodie, R. J., Whittome, J. R. M., & Brush, G. J. (2009). Investigating the Service Brand: A Customer Value Perspective. Journal of Business Research, 62(3), 345–355. doi:10.1016/j.jbusres.2008.06.008.

    Article  Google Scholar 

  • Brown, G. H. (1950). Measuring Consumer Attitudes Toward Products. Journal of Marketing, 14(5), 691–698. doi:10.2307/1246946.

    Article  Google Scholar 

  • Brown, S., Kozinets, R. V., & Sherry, J. F., Jr. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67, 19–33. doi:10.1509/jmkg.67.3.19.18657.

    Article  Google Scholar 

  • Studies, C. (1929). The Advertising and Sales Promotion of Textile Products. Harvard Business Review, 13(1), 108–116.

    Google Scholar 

  • Christopher, M. (1985). "The Strategy of Customer Service." In Marketing in the Service Industries. London: Frank Cass.

    Google Scholar 

  • Constantin, J. A., & Lusch, R. F. (1994). Understanding Resource Management. Oxford, OH: The Planning Forum.

    Google Scholar 

  • Copeland, M. T. (1923). Relation of Consumers' Buying Habits to Marketing Methods. Harvard Business Review, 1(3), 282–289.

    Google Scholar 

  • de Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management, 15, 157–179. doi:10.1362/026725799784870432.

    Article  Google Scholar 

  • de Chernatony, L. (2001). A Model for Strategically Building Brands. Brand Management, 9(1), 32–44. doi:10.1057/palgrave.bm.2540050.

    Article  Google Scholar 

  • de Chernatony, L., & McWilliam, G. (1989). The Strategic Implications of Clarifying How Marketers Interpret 'Brands'. Journal of Marketing Management, 5(2), 153–171.

    Google Scholar 

  • DiMingo, E. (1988). The Fine Art of Positioning. The Journal of Business Strategy, 9, 34–38. doi:10.1108/eb039211.

    Article  Google Scholar 

  • Fennell, G. G. (1978). Perceptions of the Product-In-Use Situation. Journal of Marketing, 42, 39–47.

    Article  Google Scholar 

  • Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the Evolution of Services Marketing Literature. Journal of Retailing, 69(1), 61–103. doi:10.1016/S0022-4359(05)80004-1.

    Article  Google Scholar 

  • Fournier, S. M. (1998). Consumers and their Brands: Developing Relationship Theory in Consumer Research. The Journal of Consumer Research, 24(4), 343–374. doi:10.1086/209515.

    Article  Google Scholar 

  • Foxall, G. (1985). "Marketing is Service Marketing." In Marketing in the Service Industries. London: Frank Cass.

    Google Scholar 

  • Gangemi, J. (2006). Small Company, Big Brand. Business Week Online August, 28, 13.

    Google Scholar 

  • Gardner, B. B., & Levy, S. J. (1955). The Product and the Brand. Harvard Business Review, 33, 33–39.

    Google Scholar 

  • Gilly, M. C., & Wolfinbarger, M. (1998). Advertising's Internal Audience. Journal of Marketing, 98(1), 69–88. doi:10.2307/1251804.

    Article  Google Scholar 

  • Gobe, M. (2001). Emotional Branding: The new Paradigm for Connecting Brands to People. New York, N.Y.: Allworth Press.

    Google Scholar 

  • Goffman, E. (1959). The Presentation of Self in Everyday Life. Garden City, N.Y.: Doubleday and Co., Inc.

    Google Scholar 

  • Gregory, A. (2007). Involving Stakeholders in Developing Corporate Brands: The Communication Dimension. Journal of Marketing Management, 23(1/2), 59–73. doi:10.1362/026725707X178558.

    Article  Google Scholar 

  • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Asia-Australia Marketing Journal, 2, 9–29.

    Google Scholar 

  • Grönroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. West Sussex, UK: John Wiley & Sons.

    Google Scholar 

  • Gummesson, E. (1998). Implementation Requires a Relationship Marketing Paradigm. Journal of the Academy of Marketing Science, 26, 242–249. doi:10.1177/0092070398263006.

    Article  Google Scholar 

  • Halal, W. E. (2000). Corporate Community. Strategy and Leadership, 28(2), 10–17. doi:10.1108/10878570010341582.

    Article  Google Scholar 

  • Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How Global Brands Compete. Harvard Business Review, 82(9), 68–75.

    Google Scholar 

  • Hunt, S. D. (2000). A General Theory of Competition: Resources, Competences, Productivity, Economic Growth. Thousand Oaks, CA: Sage Publications.

    Google Scholar 

  • Hunt, S. D., & Morgan, R. M. (1995). The Comparative Advantage Theory of Competition. Journal of Marketing, 59(2), 1–15. doi:10.2307/1252069.

    Article  Google Scholar 

  • Iansiti, M., & Levien, R. (2004). Strategy as Ecology. Harvard Business Review, 82(3), 68–78.

    Google Scholar 

  • Ind, N., & Bjerke, R. (2007). The Concept of Participatory Market Orientation: An Organisation-Wide Approach to Enhancing Brand Equity. Journal of Brand Management, 15(2), 135–145. doi:10.1057/palgrave.bm.2550122.

    Article  Google Scholar 

  • Jacoby, J., Olsen, J. C., & Haddock, R. A. (1971). Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality. The Journal of Applied Psychology, 55(6), 570–579. doi:10.1037/h0032045.

    Article  Google Scholar 

  • Jacoby, J., Szybillo, G. J., & Busato-Schach, J. (1977). Information Acquisition Behavior in Brand Choice Situations. The Journal of Consumer Research, 3(4), 209–216. doi:10.1086/208669.

    Article  Google Scholar 

  • Jones, R. (2005). Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity. Brand Management, 13(1), 10–32. doi:10.1057/palgrave.bm.2540243.

    Article  Google Scholar 

  • Kapferer, J.-N. (1992). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. New York, NY: The Free Press.

    Google Scholar 

  • Kapferer, J.-N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page Limited.

    Google Scholar 

  • Kates, S. M. (2002). The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers. The Journal of Consumer Research, 29(3), 383–399. doi:10.1086/344427.

    Article  Google Scholar 

  • Kates, S. M. (2004). The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Men's Community. The Journal of Consumer Research, 31(2), 455–464. doi:10.1086/422122.

    Article  Google Scholar 

  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. doi:10.2307/1252054.

    Article  Google Scholar 

  • Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759. doi:10.1287/mksc.1050.0153.

    Article  Google Scholar 

  • King, S. (1991). Brand-Building in the 1990s. Journal of Marketing Management, 7(1), 3–13.

    Article  Google Scholar 

  • Kordupleski, R. E., Rust, R. T., & Zahorik, A. J. (1993). Why Improving Quality Doesn't Improve Quality (Or Whatever Happened to Marketing?). California Management Review, 35(3), 82–95.

    Google Scholar 

  • Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking Brand Equity to Customer Equity. Journal of Service Research, 9(2), 125–138. doi:10.1177/1094670506293563.

    Article  Google Scholar 

  • Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 37(4), 117–124.

    Google Scholar 

  • Ligas, M., & Cotte, J. (1999). The Process of Negotiating Brand Meaning: A Symbolic Interactionist Perspective. Advances in Consumer Research. Association for Consumer Research (U. S.), 26, 609–614.

    Google Scholar 

  • Lindenberg, E. B., & Ross, S. A. (1981). Tobin's q Ratio and Industrial Organization. Journal of Business, 54(1), 1–32. doi:10.1086/296120.

    Article  Google Scholar 

  • Low, G. S., & Fullerton, R. A. (1994). Brands, Brand Management, and the Brand Managers System: A Critical-Historical Evaluation. JMR, Journal of Marketing Research, 31(2), 173–190. doi:10.2307/3152192.

    Article  Google Scholar 

  • Lusch, R. F., Vargo, S. L., & O'Brien, M. (2007). Competing Through Service: Insights From Service-Dominant Logic. Journal of Retailing, 83(1), 5–18. doi:10.1016/j.jretai.2006.10.002.

    Article  Google Scholar 

  • Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding. Journal of the Academy of Marketing Science, 34(2), 224–235. doi:10.1177/0092070305283356.

    Article  Google Scholar 

  • Mahajan, V., Rao, V. R., & Srivastava, R. K. (1994). An Approach to Assess the Importance of Brand Equity in Acquisition Decisions. Journal of Product Innovation Management, 11(3), 221–235. doi:10.1016/0737-6782(94)90005-1.

    Article  Google Scholar 

  • Malhotra, N. K. (1988). Self Concept and Product Choice: An Integrated Perspective. Journal of Economic Psychology, 9, 1–28. doi:10.1016/0167-4870(88)90029-3.

    Article  Google Scholar 

  • Martineau, P. (1958). Social Class and Spending Behavior. Journal of Marketing, 23(2), 121–130. doi:10.2307/1247828.

    Article  Google Scholar 

  • Martinez, E., & de Chernatony, L. (2004). The Effect of Brand Extension Strategies upon Brand Image. Journal of Consumer Marketing, 21(1), 39–50. doi:10.1108/07363760410513950.

    Article  Google Scholar 

  • McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38–54. doi:10.1509/jmkg.66.1.38.18451.

    Article  Google Scholar 

  • McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. The Journal of Consumer Research, 16(3), 310–321. doi:10.1086/209217.

    Article  Google Scholar 

  • McEnally, M., & de Chernatony, L. (1999). The Evolving Nature of Branding: Consumer and Managerial Considerations. Academy of Marketing Science Review, 1999(2), 1–26.

    Google Scholar 

  • Muniz, A. M., Jr., Albert, M., & O'Guinn, T. C. (2001). Brand Community. The Journal of Consumer Research, 27(4), 412–432. doi:10.1086/319618.

    Article  Google Scholar 

  • Muniz, A. M., Jr., Albert, M., & Schau, H. J. (2005). Religiosity in the Abandoned Apple Newton Brand Community. The Journal of Consumer Research, 31(4), 737–747. doi:10.1086/426607.

    Article  Google Scholar 

  • Nicosia, F., & Mayer, R. N. (1976). Toward a Sociology of Consumption. The Journal of Consumer Research, 3, 65–75. doi:10.1086/208653.

    Article  Google Scholar 

  • Oxenfeldt, A. R., & Swann, C. (1964). Management of the Advertising Function. Belmont, CA: Wadsworth.

    Google Scholar 

  • Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. doi:10.2307/1251291.

    Article  Google Scholar 

  • Plummer, J. T. (1985). "Brand Personality: A Strategic Concept for Multinational Advertising." Marketing Educators' Conference, pp. 1–31. New York: Young & Rubicam.

    Google Scholar 

  • Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting Customer Competence. Harvard Business Review, 78(1), 79–87.

    Google Scholar 

  • Quelch, J. (1999). Global Brands: Taking Stock. Business Strategy Review, 10(1), 1–14. doi:10.1111/1467-8616.00085.

    Article  Google Scholar 

  • Reynolds, T. J., & Gutman, J. (1984). Advertising as Image Management. Journal of Advertising Research, 24, 27–38.

    Google Scholar 

  • Room, A. (1998). History of Branding. In S. Hart & J. Murphy (Eds.), Brands: The New Wealth Creators, p. 13. New York, NY: 23.

    Google Scholar 

  • Roth, M. S. (1995). The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. JMR, Journal of Marketing Research, 32(2), 163–175. doi:10.2307/3152045.

    Article  Google Scholar 

  • Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. New York, NY: The Free.

    Google Scholar 

  • Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing, 68(1), 109–127. doi:10.1509/jmkg.68.1.109.24030.

    Article  Google Scholar 

  • Schau, H. J., & Gilly, M. C. (2003). We Are What We Post? Self-Presentation in Personal Web Space. The Journal of Consumer Research, 30(3), 385–404. doi:10.1086/378616.

    Article  Google Scholar 

  • Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent Customer Experience and Brand Community. Journal of the Academy of Marketing Science, 35(3), 357–368. doi:10.1007/s11747-007-0034-4.

    Article  Google Scholar 

  • Shostack, G. L. (1977). Breaking Fee From Product Marketing. Journal of Marketing, 41, 73–80. doi:10.2307/1250637.

    Article  Google Scholar 

  • Simon, C. J., & Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12, 28–52. doi:10.1287/mksc.12.1.28.

    Article  Google Scholar 

  • Sirgy, J. (1982). Self-Concept in Consumer Behavior: A Critical Review. The Journal of Consumer Research, 9, 287–300. doi:10.1086/208924.

    Article  Google Scholar 

  • Smith, R. J. (1915). Market Distribution-Discussion: J. Russell Smith. American Economic Review, 5, 157–8.

    Google Scholar 

  • Solomon, M. R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. The Journal of Consumer Research, 10(3), 319–329. doi:10.1086/208971.

    Article  Google Scholar 

  • Srinivasan, V., Park, Chan Su, & Chang, D. R. (2005). An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources. Management Science, 51(3), 1433–1448. doi:10.1287/mnsc.1050.0405.

    Article  Google Scholar 

  • Stern, B. B. (2006). What does Brand Mean? Historical-Analysis Method and Construct Definition. Journal of the Academy of Marketing Science, 34(2), 216–223. doi:10.1177/0092070305284991.

    Article  Google Scholar 

  • Strasser, S. (1989). Satisfaction Guaranteed: The Making of the American Mass Market. New York: Pantheon.

    Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. doi:10.1509/jmkg.68.1.1.24036.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2004b). The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model. Journal of Service Research, 6(4), 324–335. doi:10.1177/1094670503262946.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2008a). Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 31(1), 1–10.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2008b). From Products to Service: Divergences and Convergences of Logics. Industrial Marketing Management, 37, 254–259.

    Google Scholar 

  • Vargo, S. L., & Morgan, F. W. (2005). Services in Society and Academic Thought: An Historical Analysis. Journal of Macromarketing, 25(1), 42–53. doi:10.1177/0276146705275294.

    Article  Google Scholar 

  • Vargo, S. L., & Morgan, F. W., Akaka, M., & He, Y. (2009). The service-dominant logic of marketing: a review and assessment. Review of Marketing Research, 6, in press.

  • Venkatesh, A., Peñaloza, L., & Fuat Firat, A. (2006). "The Market as a Sign System and the Logic of the Market." In The Service Dominant Logic of Marketing: Dialog, Debate, and Directions. Eds. R. F. Lusch and S. L. Vargo. Armonk, NY: M.E. Sharpe, 251-65.

  • Wallendort, M., & Reilly, M. D. (1983). Ethnic Migration, Assimilations and Consumption. The Journal of Consumer Research, 10, 292–302. doi:10.1086/208968.

    Article  Google Scholar 

  • Webster, F. E. (2000). Understanding the Relationships among Brands, Consumers, and Resellers. Journal of the Academy of Marketing Science, 28(1), 17–23. doi:10.1177/0092070300281002.

    Article  Google Scholar 

  • Welcker, J. W. (1949). The Community Relations Problem of Industrial Companies. Harvard Business Review, 49(6), 771–780.

    Google Scholar 

  • White, I. S. (1959). The Functions of Advertising in Our Culture. Journal of Marketing, 23, 8–14. doi:10.2307/1249358.

    Article  Google Scholar 

  • Williams, R. L., & Cothrel, J. (2000). Four Smart Ways to Run Online Communities. Sloan Management Review, 41(4), 81–91.

    Google Scholar 

  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and Strategies in Services Marketing. Journal of Marketing, 49(2), 33–46. doi:10.2307/1251563.

    Article  Google Scholar 

Download references

Acknowledgment

The authors would like to thank the editor, guest editor, and reviewers for their very constructive comments on earlier versions of this manuscript.

Author information

Authors and Affiliations

  1. Department of Marketing and Decision Sciences, College of Business, San José State University, One Washington Square, San Jose, CA, 95192, USA

    Michael A. Merz

  2. Department of Marketing and Entrepreneurship, College of Business and Economics, California State University, East Bay, 25800 Carlos Bee Boulevard, Hayward, CA, 94542, USA

    Yi He

  3. Shidler College of Business, University of Hawai`i, 2404 Maile Way, Honolulu, HI, 96822, USA

    Stephen L. Vargo

Authors
  1. Michael A. Merz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Yi He
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Stephen L. Vargo
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Michael A. Merz.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Merz, M.A., He, Y. & Vargo, S.L. The evolving brand logic: a service-dominant logic perspective. J. of the Acad. Mark. Sci. 37, 328–344 (2009). https://doi.org/10.1007/s11747-009-0143-3

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-009-0143-3

Keywords

Search

Navigation