Individual differences in consumer value for mass customized products

ABSTRACT Mass customized products, compared with mass marketed alternatives, offer advantages for optimizing performance outcomes, improving aesthetic appeal, and matching products' symbolic meanings with consumers' expressive desires. Despite having identified these value drivers for mass...

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Veröffentlicht in:	Journal of consumer behaviour 2013-07, Vol.12 (4), p.327-336
Hauptverfasser:	Hunt, David M., Radford, Scott K., Evans, Kenneth R.
Format:	Artikel
Sprache:	eng
Schlagworte:	Aesthetics Brand equity Consumer behavior Consumer behaviour Consumers Customization Economic performance Market strategy Marketing Mathematical models Risk theory Structural analysis Studies Survey analysis
Online-Zugang:	Volltext
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