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The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?University of Auckland, New Zealand
Auckland University of Technology, New Zealand
University of Auckland, New Zealand 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.
Key Words: branding • brand equity • customer equity • relationships • service-dominant logic
Marketing Theory, Vol. 6, No. 3,
363-379 (2006) This article has been cited by other articles:
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