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The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

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dc.contributor.authorCorreia, Ricardo
dc.contributor.authorJakutis, Lauryas
dc.contributor.authorVilkaitis, Karolis
dc.contributor.authorSurvilaite, Eimante
dc.contributor.authorVenciute, Dominyka
dc.contributor.authorSousa, João Paulo
dc.date.accessioned2024-07-23T13:15:29Z
dc.date.available2024-07-23T13:15:29Z
dc.date.issued2024
dc.description.abstractThis 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCorreia, R. F., Jakutis, L., Vilkaitis, K., Survilaitė, E., Venciute, D., & de Sousa, J. P. P. (2024). The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study. Business Strategy & Development, 7:2, e391. ISSN 25723170pt_PT
dc.identifier.doi10.1002/bsd2.391pt_PT
dc.identifier.issn25723170
dc.identifier.urihttp://hdl.handle.net/10198/30063
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-sa/4.0/pt_PT
dc.subjectBrand attractivenesspt_PT
dc.subjectBrand perceptionpt_PT
dc.subjectConsumer brand identification (CBI)pt_PT
dc.subjectConsumer participationpt_PT
dc.subjectExperimental designpt_PT
dc.subjectNew product developmentpt_PT
dc.subjectGaming industrypt_PT
dc.titleThe effect of consumer participation during the new product development process on consumer brand identification: A gaming industry studypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue2pt_PT
oaire.citation.titleBusiness Strategy & Developmentpt_PT
oaire.citation.volume7pt_PT
person.familyNameCorreia
person.familyNameSousa
person.givenNameRicardo
person.givenNameJoão Paulo
person.identifier2752542
person.identifier.ciencia-id8C10-37EE-796D
person.identifier.ciencia-id6A16-061F-809B
person.identifier.orcid0000-0002-0132-4002
person.identifier.orcid0000-0002-9005-084X
person.identifier.scopus-author-id37085131800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication99a2c38b-f63f-444f-809e-e3a9f73e732f
relation.isAuthorOfPublication421103bc-0ac1-495a-aaaf-faf08ecaafe5
relation.isAuthorOfPublication.latestForDiscovery99a2c38b-f63f-444f-809e-e3a9f73e732f

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