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
Hauptverfasser:	Hur, Songyee, Ha, Sejin
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand management Brands Business and Management Consumer attitudes Consumers Crowdsourcing Decision making Empowerment Fashion Luxuries Management Marketing Original Article Product development Product quality
Online-Zugang:	Volltext
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