Does crowdsourcing necessarily lead to brand engagement?

Detalhes bibliográficos
Autor(a) principal: Herter, Márcia Maurer
Data de Publicação: 2023
Outros Autores: Shuqair, Saleh, Pinto, Diego Costa, Mattila, Anna S., Zandonai, Paola
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/149489
Resumo: Herter, M. M., Shuqair, S., Pinto, D. C., Mattila, A. S., & Zandonai, P. (2023). Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships. Journal of Product and Brand Management, 32(7), 988-1004. https://doi.org/10.1108/JPBM-06-2022-4020 --- Funding: This paper received support from the Management of Information Research Center (MagIC), project UIDB/04152/2020, and from the Foundation for Science and Technology (FCT Portugal), project DSAIPA/DS/0113/2019
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spelling Does crowdsourcing necessarily lead to brand engagement?The role of crowdsourcing cues and relationship norms on customer-brand relationshipsCrowdsourcingFirm-generated innovationBrand engagementRelationship normsSelf-brand connectionMarketingManagement of Technology and InnovationSDG 8 - Decent Work and Economic GrowthHerter, M. M., Shuqair, S., Pinto, D. C., Mattila, A. S., & Zandonai, P. (2023). Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships. Journal of Product and Brand Management, 32(7), 988-1004. https://doi.org/10.1108/JPBM-06-2022-4020 --- Funding: This paper received support from the Management of Information Research Center (MagIC), project UIDB/04152/2020, and from the Foundation for Science and Technology (FCT Portugal), project DSAIPA/DS/0113/2019Abstract 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/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNHerter, Márcia MaurerShuqair, SalehPinto, Diego CostaMattila, Anna S.Zandonai, Paola2023-02-20T22:20:18Z2023-08-152023-08-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article17application/pdfhttp://hdl.handle.net/10362/149489eng1061-0421PURE: 53844587https://doi.org/10.1108/JPBM-06-2022-4020info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-28T01:31:04ZPortal AgregadorONG
dc.title.none.fl_str_mv Does crowdsourcing necessarily lead to brand engagement?
The role of crowdsourcing cues and relationship norms on customer-brand relationships
title Does crowdsourcing necessarily lead to brand engagement?
spellingShingle Does crowdsourcing necessarily lead to brand engagement?
Herter, Márcia Maurer
Crowdsourcing
Firm-generated innovation
Brand engagement
Relationship norms
Self-brand connection
Marketing
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
title_short Does crowdsourcing necessarily lead to brand engagement?
title_full Does crowdsourcing necessarily lead to brand engagement?
title_fullStr Does crowdsourcing necessarily lead to brand engagement?
title_full_unstemmed Does crowdsourcing necessarily lead to brand engagement?
title_sort Does crowdsourcing necessarily lead to brand engagement?
author Herter, Márcia Maurer
author_facet Herter, Márcia Maurer
Shuqair, Saleh
Pinto, Diego Costa
Mattila, Anna S.
Zandonai, Paola
author_role author
author2 Shuqair, Saleh
Pinto, Diego Costa
Mattila, Anna S.
Zandonai, Paola
author2_role author
author
author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Herter, Márcia Maurer
Shuqair, Saleh
Pinto, Diego Costa
Mattila, Anna S.
Zandonai, Paola
dc.subject.por.fl_str_mv Crowdsourcing
Firm-generated innovation
Brand engagement
Relationship norms
Self-brand connection
Marketing
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
topic Crowdsourcing
Firm-generated innovation
Brand engagement
Relationship norms
Self-brand connection
Marketing
Management of Technology and Innovation
SDG 8 - Decent Work and Economic Growth
description Herter, M. M., Shuqair, S., Pinto, D. C., Mattila, A. S., & Zandonai, P. (2023). Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships. Journal of Product and Brand Management, 32(7), 988-1004. https://doi.org/10.1108/JPBM-06-2022-4020 --- Funding: This paper received support from the Management of Information Research Center (MagIC), project UIDB/04152/2020, and from the Foundation for Science and Technology (FCT Portugal), project DSAIPA/DS/0113/2019
publishDate 2023
dc.date.none.fl_str_mv 2023-02-20T22:20:18Z
2023-08-15
2023-08-15T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/149489
url http://hdl.handle.net/10362/149489
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1061-0421
PURE: 53844587
https://doi.org/10.1108/JPBM-06-2022-4020
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 17
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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