Abstract
New technology development allows easy and fast exchanges between consumers and firms. Consumers also display a desire for “empowerment,” i.e., having a greater role in exchanges with companies. Then, more and more firms develop platforms to empowering them to take a more active role in innovation. Over the past decade, the customer empowerment strategies (CES) have especially been studied from the angle of participating consumers, while the first research focusing on the nonparticipants (Fuchs and Schreier 2011) showed positive effects on their perceptions and behavioral intentions.
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Cambier, F. (2017). Communicating Customer Empowerment Strategies to Nonparticipants: An Investigation of the Mechanisms and Conditions Impacting the Affective Reactions Toward the Brand and the Brand Relationship (Extended Abstract). In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_58
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DOI: https://doi.org/10.1007/978-3-319-47331-4_58
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