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Would luxury brands benefit from empowering consumers in product decision-making?

Author

Listed:
  • Songyee Hur

    (Pennsylvania Western University Clarion)

  • Sejin Ha

    (Pennsylvania Western University Clarion)

Abstract

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.

Suggested Citation

  • Songyee Hur & Sejin Ha, 2023. "Would luxury brands benefit from empowering consumers in product decision-making?," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 516-534, November.
    • Handle: RePEc:pal:jobman:v:30:y:2023:i:6:d:10.1057_s41262-023-00327-8
    DOI: 10.1057/s41262-023-00327-8
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    References listed on IDEAS

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