Marketing Theory：市场营销理论.Image.Marked.pdf

Marketing Theory From goods to service branding: An integrative perspective Roderick J. Brodie Marketing Theory 2009; 9; 107 DOI: 10.1177/1470593108100064 The online version of this article can be found at: /cgi/content/abstract/9/1/107 Published by: Additional services and information for Marketing Theory can be found at: Email Alerts: /cgi/alerts Subscriptions: /subscriptions Reprints: /journalsReprints.nav Permissions: http://www.sagepub.co.uk/journalsPermissions.nav Citations /cgi/content/refs/9/1/107 Downloaded from at SAGE Publications on October 16, 2009 Volume 9(1): 107–111 Copyright © 2009 SAGE DOI: 10.1177/1470593108100064 articles From goods to service branding: An integrative perspective Roderick J. Brodie University of Auckland Business School, New Zealand Abstract. With a growing recognition of the importance of a service orientation to marketing, the emphasis shifts to understanding the nature of value propositions and how this leads to the creation of customer experiences and value-in-use. Within this new perspective the brand functions both as an entity and a process. A theoretical framework is developed that provides this broader integrative perspective. Key Words •bran