Consumer Response to Different Types of Empowerment Campaign Announcements

Customer empowerment enhances perceived customer orientation of a company. Two experiments reveal that the effect holds even when consumers are merely exposed to empowerment campaign announcements. Moreover, the effect is stronger when companies use empowerment campaigns to create new products (vs. advertising) and when campaigns are perceived to be novel.



Citation:

Sukriye Sinem Atakan and Xiaohan Wen (2015) ,"Consumer Response to Different Types of Empowerment Campaign Announcements", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 98-99.

Authors

Sukriye Sinem Atakan, Ozyegin University, Turkey
Xiaohan Wen, Koc University, Turkey



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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