WITH A LITTLE HELP FROM MY CUSTOMERS: THE INFLUENCE OF CUSTOMER EMPOWERMENT ON CONSUMERS’ PERCEPTIONS OF WELL-ESTABLISHED BRANDS

MEIßNER Martin, Michelle D. Haurand and Christian Stummer
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MEIßNER Martin: Department of Environmental and Business Economics, University of Southern Denmark, Niels Bohrs Vej 9-10, 6700 Esbjerg, Denmark2Department of Marketing, Monash University, Level 7, S Building, Sir John Monash Drive, Caulfield Vic 3145, Australia
Michelle D. Haurand: Department of Business Administration and Economics, Bielefeld University, Universitätsstr. 25, 33615 Bielefeld, Germany

International Journal of Innovation Management (ijim), 2017, vol. 21, issue 06, 1-28

Abstract: Labelling product innovations as designed and/or selected by customers can positively affect non-participating consumers’ self-stated behavioural intentions, that is, it can increase the probability of purchasing that product. Most previous studies have used fictitious brands to test the aforementioned effect, raising concerns about the degree to which these findings are relevant for marketing practice. Brand managers thus might wonder whether labelling product innovations as user-designed and/or user-selected might indeed increase sales for their well-established brands. This paper addresses this research gap by investigating the possible effects of three alternative strategies for labelling innovations (i.e., empowerment-to-select, empowerment-to-create, and full empowerment) for two well-established technology brands. For all three strategies and both brands, we find that involving customers significantly increases the perceived innovation ability, which then positively mediates the effect on behavioural intentions. However, due to a negative direct effect, only labelling products as selected by customers has an overall positive effect.

Keywords: Labelling innovations; empowerment-to-select; empowerment-to-create; well-established brands; technology brands (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Chapter: With a Little Help from My Customers: The Influence of Customer Empowerment on Consumers’ Perceptions of Well-Established Brands (2019)
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DOI: 10.1142/S1363919617500487

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