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

Songyee Hur () and Sejin Ha
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Songyee Hur: Pennsylvania Western University Clarion
Sejin Ha: Pennsylvania Western University Clarion

Journal of Brand Management, 2023, vol. 30, issue 6, No 3, 516-534

Abstract: 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.

Keywords: Empowerment strategy; Psychological ownership theory; Luxury brand marketing; New product development; Crowdsourcing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41262-023-00327-8

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