The (Almost) Forgotten Co-producers: Intermediaries Co-creating Brand in Public Services

Afsan Chowdhury and Arjuman Naziz ()
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Afsan Chowdhury: BRAC Institute of Governance and Development, BRAC University
Arjuman Naziz: Jahangirnagar University

A chapter in Public Branding and Marketing, 2021, pp 43-61 from Springer

Abstract: Abstract In this chapter, we view co-creation of brand value of public services as an integral part of co-production of such services. Specifically, brand value is created through the interactions that take place at different stages of service delivery. We present two cases of social programs in Bangladesh, one delivered by the government and another by the non-profit. We show the layers of interactions that took place between the services and the service users and how they have possibly co-created brand value. The key focus in our framework is the intermediary actors and their interactions, to link the service producer to the service users. We argue that the chain of social relationships that develop and if existing expand through the process is the embodiment of the brand.

Keywords: Service logic; Value creation; Bangladesh; Intermediaries (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_4

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DOI: 10.1007/978-3-030-70505-3_4

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