How online self-customization creates identification: Antecedents and consequences of consumer-customized product identification and the role of product involvement

作者：

Highlights：

• Consumers articulate their identities during online self-customization.

• Value congruence and distinctiveness are key antecedents of C-C identification.

• C-C identification positively influences attitudinal responses.

• C-C identification development is contingent upon product involvement.

摘要

•Consumers articulate their identities during online self-customization.•Value congruence and distinctiveness are key antecedents of C-C identification.•C-C identification positively influences attitudinal responses.•C-C identification development is contingent upon product involvement.

论文关键词：Online self-customization,Consumer-customized product identification,Social identity theory,Value congruence,Distinctiveness,Product involvement

论文评审过程：Received 9 February 2017, Revised 23 April 2017, Accepted 26 April 2017, Available online 26 April 2017, Version of Record 6 May 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.04.051