2023
DOI: 10.1108/jpbm-06-2022-4043
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When does customization improve brand attitude?

Pielah Kim,
Hua Chang,
Rajiv Vaidyanathan
et al.

Abstract: Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude. Design/methodology/approach Study 1 (n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner qual… Show more

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