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has been cited by the following article:

• TITLE: Service Branding: A Perspective of Value Co-Creation Orientation

  AUTHORS: Tianze Li, Haiying Wei

  KEYWORDS: Service Branding, S-D Logic, Value Co-Creation, Brand Building

  JOURNAL NAME: Journal of Service Science and Management, Vol.11 No.2, April 28, 2018

  ABSTRACT: This paper gives a general thinking for service branding through the perspective of value co-creation orientation. Firstly, the paper reviews the background of service branding from service marketing and product brand. And then the paper discusses the process of service branding in ways of different models. The perspective of value co-creation orientation comes from S-D logic. Based on the changing from goods dominant logic to S-D logic, service branding process has been changed into different parts. We have a further discussion on this perspective and give some further research directions in order to enrich this area.