Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

What are perceptual and behavioral changes arising from consumer empowerment strategies launched by brands?

Published: May 28, 2019


Ouidade Sabri, Sorbonne Business School; Hajer Bachouche, South Champagne Business School - ESC Troyes


Consumer empowerment strategies; participants; brands


Brands in consumer goods sector are increasingly using consumer empowerment strategies. While substantial knowledge was gained from literature shedding light on several positive outcomes of empowerment efforts for companies, benefits withdrawned by consumers from participation have been neglected by literature. Building on Fuchs and Schreier’s (2011) foundational works, this research contributes to a better understanding of perceptual changes of the brands relying on these strategies for the participants and also the “mass” of consumers that don’t participate. Relying on a qualitative study, we show that participating consumers retrieve hedonic, social, cognitive and personal benefits. Then, we demonstrate that preference between empowerment strategies depends on consumers perceived expertise and projected experience linked to each setting. Finally, we show contrasted perception towards brands launching empowerment to create vs. to select strategy for non-participants.