Bibliographic Details
| Summary: | Abstract Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues. |
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| Main Authors: | Herter, Márcia Maurer |
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| Other Authors: | Shuqair, Saleh; Pinto, Diego Costa; Mattila, Anna S.; Zandonai, Paola |
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| Subject: | Crowdsourcing Firm-generated innovation Brand engagement Relationship norms Self-brand connection Marketing Management of Technology and Innovation SDG 8 - Decent Work and Economic Growth |
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| Year: | 2023 |
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| Country: | Portugal |
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| Document type: | article |
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| Access type: | open access |
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| Associated institution: | Universidade Nova de Lisboa |
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| Language: | English |
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| Origin: | Repositório Institucional da UNL |
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