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.
| Original language | English |
|---|---|
| Article number | 1750048 |
| Number of pages | 28 |
| Journal | International Journal of Innovation Management |
| Volume | 21 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 1 Aug 2017 |
Keywords
- empowerment-to-create
- empowerment-to-select
- Labelling innovations
- technology brands
- well-established brands
Cite this
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With a little help from my customers : the influence of customer empowerment on consumers' perceptions of well-established brands. / Meißner, Martin; Haurand, Michelle D.; Stummer, Christian.
In: International Journal of Innovation Management, Vol. 21, No. 6, 1750048, 01.08.2017.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - With a little help from my customers
T2 - the influence of customer empowerment on consumers' perceptions of well-established brands
AU - Meißner, Martin
AU - Haurand, Michelle D.
AU - Stummer, Christian
PY - 2017/8/1
Y1 - 2017/8/1
N2 - 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.
AB - 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.
KW - empowerment-to-create
KW - empowerment-to-select
KW - Labelling innovations
KW - technology brands
KW - well-established brands
UR - http://www.scopus.com/inward/record.url?scp=85026350659&partnerID=8YFLogxK
U2 - 10.1142/S1363919617500487
DO - 10.1142/S1363919617500487
M3 - Article
VL - 21
JO - International Journal of Innovation Management
JF - International Journal of Innovation Management
SN - 1363-9196
IS - 6
M1 - 1750048
ER -