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Lookup NU author(s): Dr Jane BrownORCiD
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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.
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
