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The evolving brand logic: a service-dominant logic perspective | Researchclopedia

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The evolving brand logic: a service-dominant logic perspective

2009864 citationsJournal Article

Authors

Michael A. Merz · San Jose State University

Yi He · California State University, East Bay

Stephen L. Vargo · University of Hawaii System

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Service and Product Innovation Digital Marketing and Social Media

Publication Details

Published in: Journal of the Academy of Marketing Science

Volume 37, Issue 3, pp. 328-344

DOI: 10.1007/s11747-009-0143-3

Field-Weighted Citation Impact: 70.47