Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Márcia Maurer Herter, Saleh Shuqair, Diego Costa Pinto, Anna S. Mattila, Paola Zandonai

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
13 Downloads (Pure)

Abstract

Abstract
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.
Original languageEnglish
Pages (from-to)988-1004
Number of pages17
JournalJournal of Product and Brand Management
Volume32
Issue number7
Early online date17 Feb 2023
DOIs
Publication statusPublished - 15 Aug 2023

Keywords

  • Crowdsourcing
  • Firm-generated innovation
  • Brand engagement
  • Relationship norms
  • Self-brand connection

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