Many companies offer to their customers the opportunity to add own signs to products. We define this approach «intimization», and compare it with other personalization approaches. Results of two studies demonstrate that intimization interacts with personality traits (such as need for uniqueness) and brand.
Customer Intimization: segni e simboli individuali nella personalizzazione dell’offerta
RAIMONDO, MARIA ANTONIETTA;MICELI, Gaetano;
2009-01-01
Abstract
Many companies offer to their customers the opportunity to add own signs to products. We define this approach «intimization», and compare it with other personalization approaches. Results of two studies demonstrate that intimization interacts with personality traits (such as need for uniqueness) and brand.File in questo prodotto:
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