Abstract
Consumer participation in the new product development is an old concept, but one that has only recently started to appear more among companies in the gaming industry. This paper proposes a conceptual model focused on understanding what effect consumer's participation has on Consumer Brand Identification (CBI) through perceived brand attractiveness - conducting a mediating, and brand innovativeness - a moderating role. A research model is constructed together with the possible hypotheses and research design. Also, possible outcomes, future research opportunities and limitations are provided for those who are interested in researching the effect that the consumer's participation has on CBI in different cultural setups.
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