Consumer Attributions of Profit- and Customer Need-Driven Firm Motives in Coproduction Contexts

Baris Pascal Güntürkün, Till Haumann, Laura Marie Edinger-Schons, Jan Wieseke

Publikation: Wissenschaftliche FachzeitschriftKonferenzartikelBegutachtung


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.
Seiten (von - bis)379-380
FachzeitschriftAdvances in Consumer Research
PublikationsstatusVeröffentlicht - 2020

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