Purpose – The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach – A conceptual discussion and a framework are presented that maps four alternative views on...

Purpose – The purpose of this paper is to examine the concept of invisible communication and its implications in marketing communication. It defines invisible communication and proposes an analytic framework enabling an expanded view of marketing communication. Design/methodology/approach –...

Purpose – The purpose of this paper is to extend current discussions of value creation and propose a customer dominant value perspective. The point of origin in a customer‐dominant marketing logic (C‐D logic) is the customer, rather than the service provider, interaction or the system. The...

Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...

Purpose – The purpose of this paper is to analyze the theoretical and practical implications of adopting customer-dominant logic (CDL) of service, focusing on how firms can become involved in the customers’ context. Design/methodology/approach – Inspired by the conceptual discussion of...