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Why doesn’t our branding pay off: optimising the effects of branding through innovation

journal contribution
posted on 2023-05-19, 05:02 authored by Lee, WJ, O'Cass, A, Sok, P
The primary pursuit of any business is to understand what customers value and to create that value for them. While customers are the final arbiter of value, it is the firm's role to explore, interpret and deliver value based on what they believe customers are seeking. Based on this premise we adopt the firm's perspective on value creation to extend both Bowman and Ambrosini's theoretical framework and the work of DeSarbo, Jedidi and Sinha and focus on two issues. The first is the strategic emphasis firms place on the design and delivery of their value offering. The second is the extent the firm's value offering explains performance differentials at the customer-centric performance level. We present a conceptual model of how firms gain positional advantage via their value offering and the realized outcomes they achieve. We present two approaches to modelling the firm's value offering (type II and type IV models) and articulate the theoretical underpinnings and results for these models. Our results validate the conceptualization of the firm's value offering and suggest that creating superior value offerings enables firms to achieve superiority in customer-centric performance.

History

Publication title

European Journal of Marketing

Volume

50

Issue

3/4

Pagination

509 - 529

ISSN

0309-0566

Department/School

TSBE

Publisher

Emerald Publishing Limited

Place of publication

United Kingdom

Rights statement

Copyright 2016 Emerald Group Published Limited

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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