Customization and Brand in Customer Identity Communication

We distinguish Combination-based Customization (CbC) and Integration-based Customization (IbC), and propose that, in presence of the brand, CbC receives higher customer reactions than IbC. In absence of the brand, the opposite pattern holds. We identify two boundary conditions of the competition effect between IbC and brand. Results support our framework.



Citation:

Gaetano "Nino" Miceli, Maria Antonietta Raimondo, and Stefania Farace (2013) ,"Customization and Brand in Customer Identity Communication", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 283-284.

Authors

Gaetano "Nino" Miceli, University of Calabria
Maria Antonietta Raimondo, University of Calabria
Stefania Farace, Maastricht University



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

Read More

Featured

Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.