From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment
Purpose – Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the va...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-08-01
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| Series: | RAUSP Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experiment |