Bilgram, Volker; Hahn, Alexander; Füller, Johann - In: Marketing Review St.Gallen 39 (2022) 6, pp. 12-20
Companies run branded crowdsourcing contests to achieve two main goals: generate ideas and create brand equity. This paper provides an empirical typology of contest users and reveals five distinct user types: jacks-of-all-trades, devoted brand fans, pure innovators, reward seekers and passive...