SASReCon 2012 presentation - Prof H Klopper - Strengthening brand experience: cocreation

Early sport specific literature on branding, related to spectators support, through involvement to create positive brand experiences (Gladden, Milne & Sutton, 1998; Gladden & Funk, 2002; Ross, 2006), originates from a different base in branding literature and the early work of Aaker (1991) expanded later by Keller (1993). �� Despite the increasing importance of branding during sporting events (Wann, Melnick, Russell & Pease, 2001; Wann, Bayens & Driver, 2004; Trial, Robinson, Dick & Gillentine, 2003; Gwinner & Swanson, 2003) and literature that suggests that co-creation may be a more efficient indicator of the customerís perception of value (Randall, Gravier & Prybutok, 2011, Liang & Want, 2008; Payne, Storbacka & Frow, 2008; Ballentyne & Varey, 2006; Jaworskil & Kohli, 2006; Vargo & Lusch, 2004; Prahald, 2004a; Prahald & Ramaswamy, 2004), research on the relationship between brand resonance and co-creation is fairly limited (Brijs Bloemer & Kasper 2011) 3 Brijs, Kasper, 2011).

Date
: 03 December 2012
Author
: Prof H Klopper
Publication
: Presentation
Publication Page
: 16
Media Type
: Presentation
Document