Self-Customization Effects on Brand Extensions

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.


Ulrike Kaiser, Chezy Ofir, and Martin Schreier (2012) ,"Self-Customization Effects on Brand Extensions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 53-57.


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


NA - Advances in Consumer Research Volume 40 | 2012

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