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Creative consumers: awareness, attitude and action

Creative consumers: awareness, attitude and action Purpose – This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design/methodology/approach – A measurement instrument, called the 3As, is developed to assess the extent to which an organization is aware of its creative customers, its attitude towards its creative customers, and finally the action it takes in response to its creative customers. A total of 178 Executive MBA students were used to fine‐tune a set of items using exploratory factor analysis (EFA). Findings – An empirical test of reliability and validity resulted in three clearly defined factors or dimensions, which correspond to the three constructs of awareness, attitude and action. The relationship between the scales' prediction of stances and a manager's self typing of the organization is assessed, and the relationship between firm stance, environmental turbulence, and performance explored. Originality/value – This paper provides the first scale for measuring a firm's stance toward creative consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Creative consumers: awareness, attitude and action

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761111181482
Publisher site
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Abstract

Purpose – This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design/methodology/approach – A measurement instrument, called the 3As, is developed to assess the extent to which an organization is aware of its creative customers, its attitude towards its creative customers, and finally the action it takes in response to its creative customers. A total of 178 Executive MBA students were used to fine‐tune a set of items using exploratory factor analysis (EFA). Findings – An empirical test of reliability and validity resulted in three clearly defined factors or dimensions, which correspond to the three constructs of awareness, attitude and action. The relationship between the scales' prediction of stances and a manager's self typing of the organization is assessed, and the relationship between firm stance, environmental turbulence, and performance explored. Originality/value – This paper provides the first scale for measuring a firm's stance toward creative consumers.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Nov 1, 2011

Keywords: Creative consumers; Instruments; Modifying; Firm response; Consumers; Creative thinking

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