One of the ways marketers can enhance their customers’ perceptions of value is by facilitating feelings of psychological ownership of a product or brand (Fuchs, Prandelli, & Schreier, 2010; Kirk,...

One of the ways marketers can enhance their customers’ perceptions of value is by facilitating feelings of psychological ownership of a product or brand (Fuchs, Prandelli, & Schreier, 2010; Kirk, Swain, & Gaskin, 2015; Peck & Shu, 2009).

Please read one of the articles about psychological ownership posted in Blackboard to help you understand the concept and its application in marketing. I have also posted the slides we are covering in class about the topic.

Your task for the final project is to use the concept of psychological ownership to make a recommendation for how the company you are analyzing could enhance consumers’ psychological ownership of one of their products, their company, or their brand.
This is a required task and will be assessed in the rubric under “Is the brand analysis insightful, appropriate, and clearly connected to customer value?”