Year: 2013
Type: dissertation
Abstract: Because of consumers wake up and discover of the industrial practices, firms had to find a \nnew strategy to answer to the new consumers‘ wants. To face their increasing want for ethic \nmarketing and industry, one of the new strategies is consumers‘ empowerment. We decided to \nexplore the effects of this strategy on consumers of the outdoor market, a market having a strong \nlike for ethic and using products with a high level of technique. To explore these effects, we \nchoose to focus on three attitudinal variables (Attitude, Attachment, and Perceived quality) and \none behavioral variable (purchase intention). Author keywords: Empowerment, co-creation, new product development, innovation, alternative marketing
Source: eSource (Dublin Business School)
Author: Erwan Ghesquiere
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1531443961