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Keywords: Relationship norms
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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
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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...
