Browsing by Author "Vilkaitis, Karolis"
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- Gaming times four: how does customer participation shape consumer brand identification during the new product creation process a conceptual model proposalPublication . Vilkaitis, Karolis; Jakutis, Laurynas; Correia, RicardoConsumer participation in the new product development is an old concept, but one that has only recently started to appear more among companies in the gaming industry. This paper proposes a conceptual model focused on understanding what effect consumer’s participation has on Consumer Brand Identification (CBI) through perceived brand attractiveness - conducting a mediating, and brand innovativeness - a moderating role. A research model is constructed together with the possible hypotheses and research design. Also, possible outcomes, future research opportunities and limitations are provided for those who are interested in researching the effect that the consumer’s participation has on CBI in different cultural setups.
- The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry studyPublication . Correia, Ricardo; Jakutis, Lauryas; Vilkaitis, Karolis; Survilaite, Eimante; Venciute, Dominyka; Sousa, João PauloThis study examines the role of consumer participation in the new product develop- ment process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between-subjects experimental design, we tested three scenarios of consumer partic- ipation and analyzed the data with one-way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand con- nections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.