The co-existence of brand value co-creation and co-destruction across the customer journey in a complex higher education brand
Kimberley Hardcastle, Prabash Edirisingha, Paul Cook, Matthew Sutherland
| Year of publication: |
2025
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|---|---|
| Authors: | Hardcastle, Kimberley ; Edirisingha, Prabash Aminda ; Cook, Paul ; Sutherland, Matthew |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 186.2025, Art.-No. 114979, p. 1-15
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| Subject: | Complex Service Brands | Experiential Customer Journey | Stakeholders | Value Co-Creation | Value Co-Destruction | Value-in-Use | Markenführung | Brand management | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Betriebliche Wertschöpfung | Value creation | Stakeholder | Konsumentenverhalten | Consumer behaviour | Kundenwert | Customer value | Hochschule | Higher education institution |
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