Would luxury brands benefit from empowering consumers in product decision-making?
This study explored how varying levels of empowerment strategies (i.e. full-empowerment, empowerment-to-select, and zero-empowerment) influence consumers’ responses in an online store environment from a psychological ownership perspective. In two online experimental studies, our findings revealed th...
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| Veröffentlicht in: | The journal of brand management 2023-11, Vol.30 (6), p.516-534 |
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| container_title | The journal of brand management |
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| creator | Hur, Songyee Ha, Sejin |
| description | This study explored how varying levels of empowerment strategies (i.e. full-empowerment, empowerment-to-select, and zero-empowerment) influence consumers’ responses in an online store environment from a psychological ownership perspective. In two online experimental studies, our findings revealed that consumers in the full-empowerment condition group showed significantly higher and more favourable product attitudes and quality perceptions through enhanced psychological ownership than those in the empowerment-to-select group and the zero-empowerment group. Further, the brand type moderated the relationship between empowerment strategies and consumer responses via psychological ownership. Overall, an empowerment strategy, either a full-empowerment or an empowerment-to-select strategy, is more effective for a luxury fashion brand than for a mass-market fashion brand. |
| doi_str_mv | 10.1057/s41262-023-00327-8 |
| format | Article |
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| language | eng |
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| source | Springer Online Journals |
| subjects | Brand management Brands Business and Management Consumer attitudes Consumers Crowdsourcing Decision making Empowerment Fashion Luxuries Management Marketing Original Article Product development Product quality |
| title | Would luxury brands benefit from empowering consumers in product decision-making? |
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