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Please use this identifier to cite or link to this item: http://hdl.handle.net/10119/10917

Title: A consideration on university branding based on SDL (Service Dominant Logic) : The lens of stakeholders' value co-creation
Authors: Nguyen, Thuy Dung
Shirahada, Kunio
Kosaka, Michitaka
Keywords: service science
branding
service dominant logic
Issue Date: 2012-07
Publisher: Institute of Electrical and Electronics Engineers (IEEE)
Magazine name: 2012 9th International Conference on Service Systems and Service Management (ICSSSM)
Start page: 779
End page: 784
DOI: 10.1109/ICSSSM.2012.6252346
Abstract: University branding based on Service Dominant Logic (SDL) enables university stakeholders to play a very important role in co-creating value for all stakeholders and also for university brands. Our SDL-based definition of university branding includes both internal and external branding. This research aims to propose a new methodology for internal university branding. We developed a brand creation model by using the perspective of the value co-creation process involving the experience of universities’ stakeholders. The model includes direct value co-creation for internal branding and indirect co-creation for external branding. Case study methodology was conducted for the case of a very strong university brand and a developing university brand in Japan. This analysis clearly revealed the efficacy of branding based on experience and co-creation, and shows that our university brand model is potentially applicable to all universities.
Rights: This is the author's version of the work. Copyright (C) 2012 IEEE. 2012 9th International Conference on Service Systems and Service Management (ICSSSM), 2012, 779-784. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.
URI: http://hdl.handle.net/10119/10917
Material Type: author
Appears in Collections:a11-1. 会議発表論文 (Conference Papers)

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