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Are all customer empowerment strategies equally beneficial? The role of brand familiarity and type of empowerment strategies

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  • Hajer Bachouche

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Ouidade Sabri-Zaaraoui

    (LAB IAE Paris - Sorbonne - IAE Paris - Sorbonne Business School)

Abstract

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  • Hajer Bachouche & Ouidade Sabri-Zaaraoui, 2017. "Are all customer empowerment strategies equally beneficial? The role of brand familiarity and type of empowerment strategies," Post-Print hal-01619956, HAL.
    • Handle: RePEc:hal:journl:hal-01619956
    Note: View the original document on HAL open archive server: https://hal.science/hal-01619956
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/12788 is not listed on IDEAS
    2. Veronique Cova, 2004. "Le design des services," Post-Print halshs-02919443, HAL.
    3. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    4. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    5. Darren W. Dahl & Christoph Fuchs & Martin Schreier, 2015. "Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account," Management Science, INFORMS, vol. 61(8), pages 1978-1988, August.
    6. Veronique Cova, 2004. "Le Design Des Services," Post-Print hal-01822669, HAL.
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    Cited by:

    1. 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.

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