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