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What drives consumers to customize products?: The mediating role of brand experience
Swinburne University, AUS.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).ORCID iD: 0000-0003-0700-0495
Swinburne University, AUS.
2022 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 64, article id 102773Article in journal (Refereed) Published
Abstract [en]

Brands are increasingly seeking ways to engage consumers in deep and meaningful brand experiences. As technological advances have developed, brands have an increasing arsenal to draw on in creating brand experience. One increasingly common tactic is product customization, whereby consumers are provided the ability to create their own products from a set of options. With this study, we seek to understand the mediating role of brand experience in consumer decisions to customize products. Specifically, we investigate the interplay of nonbrand drivers (those intrinsic to the consumer) and brand drivers (those extrinsic to the consumer) in the context of customization. In doing so, we develop an understanding of consumers' intention to use a customization toolkit and their subsequent intention to purchase customized products. We find brand experience drives intention to use a customization toolkit, mediating the relationship between individual factors and usage intentions. A customer's prior experience and their intention to use a customization toolkit are also direct drivers of customized product purchase intention.

Place, publisher, year, edition, pages
Elsevier, 2022. Vol. 64, article id 102773
Keywords [en]
Customization, Brand experience, Behavioral intention
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-86248DOI: 10.1016/j.jretconser.2021.102773ISI: 000702897800014Scopus ID: 2-s2.0-85115019137OAI: oai:DiVA.org:kau-86248DiVA, id: diva2:1603882
Available from: 2021-10-18 Created: 2021-10-18 Last updated: 2022-04-26Bibliographically approved

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Karpen, Ingo O.
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • apa.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf