التفاصيل البيبلوغرافية
| العنوان: |
Consumers' response to other consumers' participation in new product development. |
| المؤلفون: |
Liljedal, Karina T., Dahlén, Micael |
| المصدر: |
Journal of Marketing Communications; Apr2018, Vol. 24 Issue 3, p217-229, 13p |
| مصطلحات موضوعية: |
CONSUMER behavior, CONSUMER preferences, PRODUCT management, BRAND name products, CUSTOMER relations |
| مستخلص: |
In this paper, we investigate how consumers react to information that the brand has involved other consumers in the development of its new product. More specifically, we investigate how the participation of other consumers in either the ideation, where consumers come up with product ideas, or selection, where consumers select which out of many products the brand should produce and market, impacts on consumers' evaluations of the product and perceptions of the brand. Drawing from the literatures on brand schema and congruity, we hypothesize that by way of its effects on perceived brand uniqueness and brand attribution, consumer participation in new productideation(selection) impacts more favorably on product and brand ratings when the product is incongruent (congruent) with the brand. An experimental study with 386 consumers supports the hypotheses. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |