Abstract
Today, many firms adopt business models that ascribe consumers a more active role in the production process. This research investigates how consumers draw inferences about firms’ underlying motives for offering such a coproduction business model and shows that two core motive attributions have diverging effects on relationship-marketing outcomes over time.
Originalsprache | Englisch |
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Seiten (von - bis) | 379-380 |
Seitenumfang | 2 |
Fachzeitschrift | Advances in Consumer Research |
Jahrgang | 48 |
Publikationsstatus | Veröffentlicht - 2020 |