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With A Little Help From My Customers: The Influence Of Customer Empowerment On Consumers’ Perceptions Of Well-Established Brands

Author

Listed:
  • MARTIN MEIßNER

    (Department of Environmental and Business Economics, University of Southern Denmark, Niels Bohrs Vej 9-10, 6700 Esbjerg, Denmark2Department of Marketing, Monash University, Level 7, S Building, Sir John Monash Drive, Caulfield Vic 3145, Australia)

  • MICHELLE D. HAURAND

    (Department of Business Administration and Economics, Bielefeld University, Universitätsstr. 25, 33615 Bielefeld, Germany)

  • CHRISTIAN STUMMER

    (Department of Business Administration and Economics, Bielefeld University, Universitätsstr. 25, 33615 Bielefeld, Germany)

Abstract
Labelling product innovations as designed and/or selected by customers can positively affect non-participating consumers’ self-stated behavioural intentions, that is, it can increase the probability of purchasing that product. Most previous studies have used fictitious brands to test the aforementioned effect, raising concerns about the degree to which these findings are relevant for marketing practice. Brand managers thus might wonder whether labelling product innovations as user-designed and/or user-selected might indeed increase sales for their well-established brands. This paper addresses this research gap by investigating the possible effects of three alternative strategies for labelling innovations (i.e., empowerment-to-select, empowerment-to-create, and full empowerment) for two well-established technology brands. For all three strategies and both brands, we find that involving customers significantly increases the perceived innovation ability, which then positively mediates the effect on behavioural intentions. However, due to a negative direct effect, only labelling products as selected by customers has an overall positive effect.

Suggested Citation

  • Martin Meißner & Michelle D. Haurand & Christian Stummer, 2017. "With A Little Help From My Customers: The Influence Of Customer Empowerment On Consumers’ Perceptions Of Well-Established Brands," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(06), pages 1-28, August.
    • Handle: RePEc:wsi:ijimxx:v:21:y:2017:i:06:n:s1363919617500487
    DOI: 10.1142/S1363919617500487
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    References listed on IDEAS

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    1. Miia Kosonen & Chunmei Gan & Mika Vanhala & Kirsimarja Blomqvist, 2014. "User Motivation And Knowledge Sharing In Idea Crowdsourcing," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(05), pages 1-23.
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    7. Nishikawa, Hidehiko & Schreier, Martin & Ogawa, Susumu, 2013. "User-generated versus designer-generated products: A performance assessment at Muji," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 160-167.
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    Cited by:

    1. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    2. Jacobs, Nele & Swoboda, Bernhard, 2023. "The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness," International Business Review, Elsevier, vol. 32(5).

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    More about this item

    Keywords

    Labelling innovations; empowerment-to-select; empowerment-to-create; well-established brands; technology brands;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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