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Keywords: Crowdsourcing
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Journal Articles
Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships
Available to Purchase
Journal of Product & Brand Management (2023) 32 (7): 988–1004.
Published: 17 February 2023
...Márcia Maurer Herter; Saleh Shuqair; Diego Costa Pinto; Anna S. Mattila; Paola Zandonai Pontin 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...
Journal Articles
The moderating effect of personal features on the consequences of an enjoyable co-creation experience
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Journal of Product & Brand Management (2017) 26 (4): 386–401.
Published: 17 July 2017
... et al., 2014). Nowadays, companies use crowdsourcing systems (Kohler, 2015 ; Boudreau and Lakhani, 2013 ; Afuah and Tucci, 2012 ; Terwiesch and Xu, 2008) and build online brand communities (Schau et al., 2009 ; Muniz and O’Guinn, 2001) to develop new products in collaboration...
