Investigating the Idiosyncratic Nature of Brand Value

نویسنده

  • Karen W. Miller
چکیده

Value from the perspective of the customer is fundamental to firm success (Holbrook, 2005; Sweeney and Soutar, 2001; Ulaga and Eggert, 2006). Given that customers are individuals, and differ in terms of how they see themselves and what they value; individual customers willingly or unwillingly participate in the cocreation of brand value (Kates, 2004), and whilst there is general agreement about the subjective personal relevance of the customer to the idiosyncratic nature of brand value (Boyle, 2007; Holbrook, 2005; Sweeney and Soutar, 2001; Whittaker, Ledden and Kalafatis, 2007; Zeithaml, 1988), little research has focused on the sources that contribute to the idiosyncratic nature of brand value.

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تاریخ انتشار 2015