From Customizing Products to Possessive Bonds: The Role of Consumer Involvement and Consumer Privacy Concern

Authors

• Hua Chang, Towson UniversityFollow
• Lingling Zhang, Towson UniversityFollow

Document Type

Conference Proceeding

Publication Date

2022

Abstract

Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.

Copyright

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DOI

10.20429/amtp.2022.37

Recommended Citation

Chang, Hua and Zhang, Lingling, "From Customizing Products to Possessive Bonds: The Role of Consumer Involvement and Consumer Privacy Concern" (2022). AMTP Proceedings 2022. 37.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/37