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.


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.


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


E - European Advances in Consumer Research Volume 10 | 2013

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