Would luxury brands benefit from empowering consumers in product decision-making?

This study explored how varying levels of empowerment strategies (i.e. full-empowerment, empowerment-to-select, and zero-empowerment) influence consumers’ responses in an online store environment from a psychological ownership perspective. In two online experimental studies, our findings revealed th...

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Bibliographic Details
Published inThe journal of brand management Vol. 30; no. 6; pp. 516 - 534
Main Authors Hur, Songyee, Ha, Sejin
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.11.2023
Palgrave Macmillan
Subjects
Brand management
Brands
Business and Management
Consumer attitudes
Consumers
Crowdsourcing
Decision making
Empowerment
Fashion
Luxuries
Management
Marketing
Original Article
Product development
Product quality
Crowdsourcing
Luxury brand marketing
Empowerment strategy
New product development
Psychological ownership theory
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Summary:This study explored how varying levels of empowerment strategies (i.e. full-empowerment, empowerment-to-select, and zero-empowerment) influence consumers’ responses in an online store environment from a psychological ownership perspective. In two online experimental studies, our findings revealed that consumers in the full-empowerment condition group showed significantly higher and more favourable product attitudes and quality perceptions through enhanced psychological ownership than those in the empowerment-to-select group and the zero-empowerment group. Further, the brand type moderated the relationship between empowerment strategies and consumer responses via psychological ownership. Overall, an empowerment strategy, either a full-empowerment or an empowerment-to-select strategy, is more effective for a luxury fashion brand than for a mass-market fashion brand.
ISSN:1350-231X
1479-1803
DOI:10.1057/s41262-023-00327-8