Self-Customization Effects on Brand Extensions

Ulrike Kaiser, Vienna University of Economics and Business, Austria
Chezy Ofir, Hebrew University of Jerusalem, Israel
Martin Schreier, Vienna University of Economics and Business, Austria
Past research has shown that self-customization delivers superior value to customers. This is the first study that explores effects of self-customization on behaviors that go beyond the customized product, in particular, customer brand-relationships (conceptualized as brand attachment) and acceptance for noncustomized brand extensions.
[ to cite ]:
Ulrike Kaiser, Chezy Ofir, and Martin Schreier (2012) ,"Self-Customization Effects on Brand Extensions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 53-57.