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

Hajer Bachouche () and Ouidade Sabri-Zaaraoui ()
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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

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Date: 2017-05-17
New Economics Papers: this item is included in nep-mkt
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Published in 33è congrès de l'Association Française de Marketing, Association Française du Marketing May 2017, Tours, France

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