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Broadening brand engagement within the service-centric perspective: An intersubjective hermeneutic framework

Yuri Seo (Department of Marketing, University of Auckland, Auckland, New Zealand)
Carol Kelleher (Department of Management and Marketing, University College Cork, Cork, Ireland)
Roderick J. Brodie (Department of Marketing, University of Auckland, Auckland, New Zealand)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 13 March 2017




While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the socially constructed as well as the individualised meanings of brand engagement in the context of service research.


This conceptual paper adopts a theory-building approach based on recent developments in the service-centric marketing literature.


The authors offer a novel theoretical perspective that recognises the intersubjective and phenomenological nature of individual and collective consumer brand experiences, and show how such experiences emerge from socially constructed brand engagement practices using the co-constituting lens of value-in-use.

Research limitations/implications

The proposed conceptual framework invites further empirical and contextual investigations of intersubjective brand engagement in both online and offline contexts.


The contribution of this framework is twofold. First, the authors draw on the intersubjective orientation and hermeneutic framework to provide conceptual clarity in relation to the nature of brand engagement practices, brand experiences, and value-in-use, and discuss their interrelationships. Second, the authors address the nature of meaning ascribed to engagement beyond customer-firm-brand relationships, and discuss why any given consumer’s experience of brand engagement reflects a complex dialectic between socially constructed and individualised brand meanings. In doing so, the integrative framework recognises the interplay between the intersubjective and phenomenological natures of consumer brand experiences, and offers insights as to how these experiences are framed by broader socially constructed engagement practices.



The authors would like to thank Dr Cheryl Leo and Professor Jill Sweeney for inviting this paper to be submitted to the special issue of Journal of Service Theory and Practice, following the Best Paper Award in the Services Marketing Track at ANZMAC 2014.


Seo, Y., Kelleher, C. and Brodie, R.J. (2017), "Broadening brand engagement within the service-centric perspective: An intersubjective hermeneutic framework", Journal of Service Theory and Practice, Vol. 27 No. 2, pp. 317-335.



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Copyright © 2017, Emerald Publishing Limited

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