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This paper investigates the brand effect on customer’s value perception in online customization. We argue that though the online customization can add value for the customers, this effect is attenuated by brand because of the obfuscation of the attribution. Specifically, with the presence of brand, the output of customization process may be erroneously attributed to the brand so that the attitude and evaluation on the customization may be lowered because consumers always make decision and attribute the result based on the available and salient information.