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    Empowerment effects on consumers' behaviour and attitudes in the outdoor sports market

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    ma_ghesquiere_e_2013.pdf (1.361Mb)
    Author
    Ghesquiere, Erwan
    Date
    2013
    Degree
    MA Marketing
    URI
    http://hdl.handle.net/10788/1533
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
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    Abstract
    Because of consumers wake up and discover of the industrial practices, firms had to find a new strategy to answer to the new consumers‘ wants. To face their increasing want for ethic marketing and industry, one of the new strategies is consumers‘ empowerment. We decided to explore the effects of this strategy on consumers of the outdoor market, a market having a strong like for ethic and using products with a high level of technique. To explore these effects, we choose to focus on three attitudinal variables (Attitude, Attachment, and Perceived quality) and one behavioral variable (purchase intention). Author keywords: Empowerment, co-creation, new product development, innovation, alternative marketing
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