Personalización de producto online e identificación con fabricante
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Ha llegado a mis ojos un artículo muy interesante que se acaba de publicar. Viene firmado por Soyeon Kwon, Sejin Ha y Chris Kowal, investigadores que proceden respectivamente de las universidades de Korea, Tennessee y Michingan-Flint. Su título: How online self-customization creates identification: Antecedents and consequences of consumer-customized product identification and the role of product involvement. Llega a través de la revista Computers in Human Behavior. (más…)
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