Toggle Main Menu Toggle Search

Open Access padlockePrints

Deviating to conform: Engaging with stigmatised services to avoid value co-destruction and social stigmatisation

Lookup NU author(s): Dr Jane BrownORCiD

Downloads

Full text for this publication is not currently held within this repository. Alternative links are provided below where available.


Abstract

Adopting a service ecosystem (SE) position, this research explores consumers’ lived experience of stigmatised services to forestall social stigmatisation. Service-dominant logic has provided researchers with a framework for understanding how members of a network interact to co-create value (eg, Frow et al. 2014; Vargo et al. 2015). However, these interactions do not always result in value co-creation but may lead to value co-destruction, ie the diminution of wellbeing of one or more of the members in the ecosystem (eg Echeverri and Skålén, 2011).Using payday lending as context, and by adopting a service-dominant logic approach, the purpose of this research is to investigate how engagement with a stigmatised service can impede value co-creation or even lead to value co-destruction. In so doing, we contribute to current discussion on consumer stigma and engagement with stigmatised products so to reframe existing understanding.


Publication metadata

Author(s): Brown J, Apostolidis C, Farquhar JD

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Academy of Marketing Conference

Year of Conference: 2021

Print publication date: 07/07/2021

Online publication date: 07/07/2021

Acceptance date: 07/07/2021

Publisher: Academy of Marketing


Share