PhD

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Value Co-Creation in Retail: Integrating the Service-Dominant Logic of Marketing and Consumer Culture Theory
(UMT,Lahore, 2023)
This study integrates the Service Dominant Logic of Marketing (SD) and Consumer Culture Theory (CCT) to lay the groundwork for the investigation of the value co-creation process in the retail sector especially in fast fashion FF. Globally, SD logic is extensively embraced, criticized, developed, and combined with different disciplines. The idea of value co-creation, which establishes the overarching goal of marketing interactions and partnerships, is crucial to this reasoning. When actors are working together to integrate resources with the goal of generating experiences, SD logic provides a framework for their actions and reactions. On the other hand, CCT provides a deeper comprehension of cultural dimensions of experience. CCT digs deep to understand how consumers divide up their financial, social, and cultural capital across competing goods and services.