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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

    (IAE Paris - Sorbonne Business School)

Abstract

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Suggested Citation

  • Hajer Bachouche & Ouidade Sabri, 2017. "Are all customer empowerment strategies equally beneficial? The role of brand familiarity and type of empowerment strategies?," Post-Print hal-01996388, HAL.
    • Handle: RePEc:hal:journl:hal-01996388
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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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