GAMES INNOVATIVE AND COMMITTED: BETWEEN CONSUMER AFFAIRS PERSONALITY, ITS COMMITMENT TO THE BRAND AND ITS PROPENSITY TO COLLABORATE IN INNOVATION PROCESSES
Keywords:
New product development, Cocreation, Commitment, Partial least squares, Mediation.Abstract
Researchers and practitioners face challenges to predict effective customer involvement in innovation processes because the participation on these processes imply certain costs of resources and efforts from the customers. In the present research, we draw attention towards antecedents of customer propensity to collaborate in product development with the organization. First, we tested a direct relation between customer innovation orientation and propensity to collaborate in development processes. Subsequently, we assessed whether this relation can be mediated by commitment with the brand. We conducted a survey with enthusiasts of Blizzard Entertainment, Inc. and analyzed the data using structural equations. We evidenced that commitment has a partial mediation effect.Downloads
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Published
2015-12-30
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How to Cite
GAMES INNOVATIVE AND COMMITTED: BETWEEN CONSUMER AFFAIRS PERSONALITY, ITS COMMITMENT TO THE BRAND AND ITS PROPENSITY TO COLLABORATE IN INNOVATION PROCESSES. (2015). INMR - Innovation & Management Review, 12(4), 26-48. https://journals.usp.br/rai/article/view/101359