de Chernatony, Leslie; Harris, Fiona and Dall'Olmo Riley, Francesca
(2000).
Added value: Its nature, roles and sustainability.
European Journal of Marketing, 34(1/2)
pp. 39–56.
Abstract
Much has been written about the strategic importance of added value as a means for achieving competitive advantage, but little attention has been paid to the meaning of the term “added value”. For the concept to realise its purported advantages, a better understanding of added value is crucial. To gain greater insight into the concept we undertook depth interviews with 20 leading-edge brand experts to explore their views about the nature, roles and sustainability of added value. We conclude that added value is a multidimensional construct, playing diverse roles, and interpreted in different ways by different people. The more sustainable added values are the emotional values.
| Item Type: |
Journal Article
|
| Copyright Holders: |
2000 MCB University Press |
| ISSN: |
0309-0566 |
| Keywords: |
brands; Value analysis; Consumer attitudes; Pricing; perception |
| Academic Unit/Department: |
Open University Business School |
| Item ID: |
27584 |
| Depositing User: |
Jan Swallow
|
| Date Deposited: |
22 Mar 2011 13:33 |
| Last Modified: |
08 Jun 2011 11:10 |
| URI: |
http://oro.open.ac.uk/id/eprint/27584 |
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