The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?
- 1 September 2006
- journal article
- Published by SAGE Publications in Marketing Theory
- Vol. 6 (3), 363-379
- https://doi.org/10.1177/1470593106066797
Abstract
It is increasingly being recognized that brands play a major role in contributing to the value of service businesses (e.g. Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch (2004) pay little attention to branding. This article explores the case for integrating branding into the service-dominant logic (S-D logic). We review how diverse perspectives of brands relate to the S-D logic and then examine Rust, Zeithaml and Lemon's (2000) claim that brand equity is a component of the concept of customer equity. Next we review some recent research about brands in relationships and then examine whether there is a missing fundamental premise in the S-D logic about the service brand. Finally we consider the development of stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity into the S-D logic.This publication has 21 references indexed in Scilit:
- Relating Brandand Customer Perspectives on Marketing ManagementJournal of Service Research, 2002
- Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fogEuropean Journal of Marketing, 2001
- Retail Service Branding in Electronic-Commerce EnvironmentsJournal of Service Research, 2000
- The Service Brand as Relationships BuilderBritish Journal of Management, 2000
- Cultivating Service Brand EquityJournal of the Academy of Marketing Science, 2000
- Value-based marketingJournal of Strategic Marketing, 2000
- Modelling the components of the brandEuropean Journal of Marketing, 1998
- The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive AdvantageAcademy of Management Review, 1998
- Building Service Relationships: It's all about PromisesJournal of the Academy of Marketing Science, 1995
- Firm Resources and Sustained Competitive AdvantageJournal of Management, 1991