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How online self-customization creates identification: Antecedents and consequences of consumer-customized product identification and the role of product involvement
Kwon, Soyeon; Ha, Sejin; Kowal, Chris
Article
Issue Date
2017
Citation
COMPUTERS IN HUMAN BEHAVIOR, v.75, pp 1 - 13
Publisher
PERGAMON-ELSEVIER SCIENCE LTD
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Ha, Sejin
1
Kwon, So yeon
1
Subject
BRAND IDENTIFICATION
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COMPANY IDENTIFICATION
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Consumer-customized product
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COVARIANCE-STRUCTURES
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CROSS-VALIDATION
1
Distinctiveness
1
identification
1
MASS CUSTOMIZATION
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MEASUREMENT INVARIANCE
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MODEL
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COMPUTERS IN HUMAN BEHAVIOR
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