A consideration on university branding based on SDL (Service Dominant Logic): The lens of stakeholders' value co-creation

摘要

University branding has become a significant issue in higher education field. Generally, university stakeholders play a very important role for university branding by co-creating value each other. Service Dominant Logic (SDL) seems to be a good approach for discussing value co-creation among university stakeholders. This research aims to propose a new model for university branding management through the lens of experience value co-creation with university stakeholders. Two cases of laboratories in universities are analyzed to demonstrate the effectiveness of the proposed model through analyzing experience value co-creation process by students and professors. Experience value co-creation enhances the laboratories brand and this leads to enhance the universities brand.